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This research aims to analyze birdwatching as a sustainable business model with socio-environmental value, articulating concepts of ecotourism, citizen science and green entrepreneurship. Based on the context of the region of Capão Bonito (SP) and the Intervales and Carlos Botelho State Parks, the study investigates how the activity can generate income, environmental conservation and ecological education, especially for small rural landowners. It also adopts the concept of citizen science, which values the collaborative production of data by observers and researchers, strengthening scientific knowledge and the maintenance of biodiversity. The results indicate that birdwatching moves local production chains, including lodging, food, transportation, guides, handicrafts and optical equipment, showing potential for expansion in rural and urban areas. In addition, the activity stimulates environmental education, the appreciation of local communities and the protection of endangered species, being a practical example of green economy and sustainable development and a therapeutic activity.