Summary Bird watching is an activity that may prompt sustainable tourism development in remote communities. This case study lays out some lessons learned from the entrepreneurship case Explora Caloccita, a young venture offering bird watching to tourists in the Mexican Pacific coast. This case is based on descriptive research, laying out the practitioners’ insights and analysing the supply of experiences related to bird watching. The innovative vision of the entrepreneurs, the financial and logistical backing by the local hotel La Quinta, and the support of residents and local tour operators allow for the conclusion that bird-watching tourism has been, in this particular case, a sustainable economic alternative. Furthermore, the entrepreneurship Explora Caloccita is embedded in a destination that strongly supports accessible tourism, sustainable local development and nature preservation. The venture and the place’s sustainability are both possible thanks to the strong connections among all stakeholders and residents in the area, as locals also support the bird-watching routes and thus contribute to the conservation of the native and migrant bird species. Information © The Authors 2023