Birdwatching has become increasingly popular over the past two decades. Because of its potential to meet both economic and conservation needs, birdwatching tourism (or avitourism) has been considered a tool for sustainable regional development. To date, very few studies have examined the impacts of avitourism in mountainous protected areas in China. We therefore conducted a case study of the Nonggang avitourism project in Southern China to explore the impacts of the activity on livelihoods and conservation. By investigating 197 local households using a structured questionnaire, we found that avitourism has improved and diversified mountain people’s livelihoods, by providing employment opportunities, and increased household incomes. Moreover, it has supported biodiversity conservation by raising mountain people’s awareness of sustainability and their willingness to conserve biodiversity. Community participation, government support and collaboration between stakeholders are important for the success of this project. We conclude that, when implemented adequately, avitourism can support sustainable mountain development. © 2023, Eco.mont. All Rights Reserved.