Insights into the attributes of Pacific Island destinations that appeal to avitourists

Avitourism is a specific type of bird-focussed nature-based tourism that can potentially contribute to community development and avian conservation. The details of the most memorable as well as the most desired destinations for avitourists are relatively underexamined. To sample the global birding population, questionnaires were distributed electronically via birding forums, birder mailing lists and social media sites asking about birders’ destination preferences. A total of 303 respondents identified their most memorable destinations and 290 their most desired destinations. Among the destinations identified, Pacific Islands were stated as memorable (n = 23) and desired destinations (n = 55). New Zealand was the most memorable destination for 17 of the 23 respondents and the most desired was Papua New Guinea (33 of the 55 respondents). Key aspects that made New Zealand memorable were the presence of multiple endemic species and seabirds, while birds of paradise are the main attraction for birders wanting to visit Papua New Guinea. Understanding what biological attributes appeal to avitourists may help island destinations increase their market share in avitourism. Targeted marketing and management of the industry can bring benefits to Pacific Island communities, which in turn can enhance conservation