Formal protected areas will not provide adequate protection to conserve all biodiversity, and are not always designated using systematic or strategic criteria. Using a systematic process, the Important Bird and Biodiversity Area (IBA) network was designed to highlight areas of conservation significance for birds (i.e. IBA trigger species), and more recently general biodiversity. Land use activities that take place in IBAs are diverse, including consumptive and non-consumptive activities. Avitourism in Australia, generally a non-consumptive activity, is reliant on the IBA network and the birds IBAs aim to protect. However, companies tend not to mention IBAs in their marketing. Furthermore, avitourism, like other naturebased tourism has the potential to be both a threatening process as well as a conservation tool. We aimed to assess the current use of IBAs among Australian-based avitour companies’ marketing, giving some indication of which IBAs are visited by avitourists on organised tours. We reviewed online avitour itineraries, recorded sites featuring in descriptions of avitours and which IBA trigger species are used to sell those tours. Of the 209 avitours reviewed, Queensland is the most featured state (n = 59 tours), and 73% feature at least one IBA. Daintree (n = 22) and Bruny Island (n = 17) IBAs are the most popular, nationally. Trigger species represent 34% (n = 254 out of 747) of species used in avitour descriptions. The most popular trigger species’ are wetland species including; Brolga (n = 37), Blacknecked Stork (n = 30) and Magpie Goose (n = 27). Opportunities exist to increase collaboration between avitour companies and IBA stakeholders. Our results can provide guidance for managing sustainability of the avitourism industry at sites that feature heavily in avitour descriptions and enhance potential cooperation between avitour companies, IBA stakeholders and bird conservation organisations.
