In China, bird-watching has become a rising trend among Gen Z, driving a booming bird-watching economy.
As temperatures rise in spring, migratory birds begin their great migration, marking the golden season for bird-watching enthusiasts.
Gen Z Finds Magic in the World of Birds
“Look at this kingfisher on the wooden pile! What beautiful colours!” One morning, Gen Z bird-watching enthusiast Chen Jie exclaimed. Chen had been strolling for two hours on a mountain in Wuxing District, Huzhou City, Zhejiang Province. He and fellow bird enthusiasts eagerly snapped photos of the tiny kingfisher, capturing every vibrant detail.
Chen is a photographer who previously focused mostly on landscapes and portraits. One day in 2024, he pointed his camera at a light-vented bulbul perched on a branch. “At first, I didn’t even know its species. Using a phone app to identify it, I learned about its habits—it felt like making a new friend,” he recalled.
On social media, grey and white night herons are humorously called “Native Chinese Penguins,” while bright red northern cardinals are nicknamed “Angry Birds.” These playful names, combined with the birds’ distinctive appearances, have helped young Chinese people form emotional connections with them.
“Bird-watching is an activity that blends movement and stillness,” says Gen Z enthusiast Huang Xinxuan. “Introverts can enjoy the tranquillity alone, while extroverts can join the community and make new friends. Sharing the experience with bird-watching buddies helps me feel a closer connection to nature.”
For many young people, bird-watching offers a glimpse into “another world.”
“It feels like a scene from Harry Potter—most people pass by without noticing, but once you start bird-watching, the magic reveals itself,” shared Wu Yue in an online post. Bird-watching has made their everyday life more vivid and interesting.
Bird-Watching Fuels the Local Economy
This passion, born from personal interest, has fueled the bird-watching economy.
Poyang Lake is Asia’s largest wintering habitat for migratory birds. Each year during the migration season, numerous bird-watchers flock to the lakeside.
Wucheng Town in Yongxiu County, Jiujiang City, Jiangxi Province, is known as China’s Migratory Bird Town. From January to December 21, 2025, the town welcomed over 2.31 million visitors—a staggering 115% increase from the previous year.
“You don’t even need binoculars here. You can clearly see the migratory birds with the naked eye. It’s breathtaking to see so many birds up close for the first time,” said Tang Li, a tourist from Wuhan. She had worried about not spotting any birds before coming, but was amazed by the sheer number of rare species. The immersive experience left her appreciating the harmony between humans and nature.
“With the peak migratory bird season approaching, hotel rooms are in such high demand on weekends that they’re almost impossible to book. Even on weekdays, occupancy remains above 70%,” said Xie Hongyan, manager of a tourism company in Wucheng. She added that daily restaurant revenue now exceeds 30,000 yuan (£3,100).
Furthermore, high-end enthusiasts who travel across cities and provinces to chase birds are boosting the development of surrounding industries.
For example, the Jiangxi Poyang Lake National Nature Reserve has launched eight premium “bird-watching + tourism” routes. The comprehensive tourism revenue of the local area exceeds 500 million yuan (£51.5 million).
In Yunnan, Guizhou, Hunan, and other provinces, authorities are exploring the “ecology + bird-watching + tourism + study tour” model to create new economic growth drivers for rural development.
Written by Sha Liu, additional reporting by CNS and Ecns.cn.
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