Lamington National Park in Queensland, Australia is noted for its rainforest and is part of Australia’s fourteen World Heritage listed properties but no systematic study has been done of the importance of birds to its visitors. This study rectifies this situation. It is based on data from survey forms handed to visitors at an important site in this park and completed by visitors following their visit. This yielded 622 useable replies. These enabled us to establish the comparative importance of birds as an attraction to this site. Furthermore, logit regression is used to analyze and to identify factors that increase the likelihood of a visitor saying that birds are an important attraction. In addition, the relative importance to visitors of various attributes of birds at this site is established. These attributes include hearing birds, diversity of birds, seeing lots of birds, presence of rare birds, presence of brightly colored birds and physical contact with birds. Logit regression analysis is used to isolate independent variables that increase or decrease the likelihood that visitors find diversity of birds, brightly colored birds or physical contact with birds at this site to be important. For example, factors such as the level of education of visitors, their gender, knowledge of birds and conservation attitudes are statistically significant influences.