National Geographic expert Jing Li has been a notable leader in conservation efforts to protect migratory shorebirds along the coast of the Yellow Sea. But her story didn’t always centre around nature conservation.
Li graduated from Zhejiang University in China with a background in marketing, and worked as a project manager at a leading data mining company for over eight years. It wasn’t until 2006 that she started to contemplate a career change.
“I started as a birdwatcher in Shanghai, where I joined a small volunteer group dedicated to bird surveys, especially focusing on shorebirds,” said Li.
“Our team's work led to the rediscovery of an important shorebird habitat near Jiangsu, where we found a large population of a critically endangered bird.”
This, according to Li, attracted the attention of conservation experts, ornithologists, and the National Geographic team. As of 2024, Li now leads her team as a full-time conservationist in conservation work for the Spoon-billed Sandpiper.
We caught up with Li ahead of her joining National Geographic Signature with G Adventures as an National Geographic Expedition Expert for their 2027 expeditions to China. Here’s what she had to share.
What are your views on the importance of community tourism and how travel can be a vehicle for positive change?
“I believe educating people about caring for the planet is important, and tourism can make conservation more accessible and engaging. Integrating local culture into tourism helps people understand conservation concepts more easily.
In my current project, the main challenge is encouraging people to value birding on tidal flats and helping more locals see the importance of these habitats. The more visitors from outside may sometimes push local people to re-evaluate their own culture, and on a bigger scale. I would say a proper design tourism will benefit both. The local community not only has more income but also will be proud of their land, culture, and themselves.”
Can you share one travel experience that you hold close to heart?
“I was hiking with my three birding female friends in Hong Kong last week. First, I have known them for over ten years, and never spent so long together. They are from different cities in China and I am so lucky to bring them together. Second, it was my first visit to the hiking route, which is one of the best in the world, the famous MacLehose Trail; we tried only a small part of it, around eight miles. We had a beautiful Hong Kong Spring experience, including blooming trees, many butterflies, stunning ocean views, and a crystal green shining snake. It is a recharge for my friends and me, enjoying the Spring in southern China with friends sharing the same interests.”
What’s one place on earth that reminds you how amazing our planet is?
“I was on an expedition ship trip to the breeding sites for Spoon-billed Sandpiper in 2019. The ship was cruising along the coast of Kamchatka Island, Russia. Most of the coastal areas are non-residency places, but there are volcanoes, bears, lots of far eastern birds, and wonderful views, as well as Orcas and many other cetaceans with us.”
What do you find most rewarding about being a National Geographic expert?
“The best part is meeting more NG explorers, local ones, those in Southeast Asia, and more when I get a chance to explore the festival. Their stories, their projects, and their achievements are beyond my imagination. But we sometimes share the same confusion and difficulties. It feels like another you in a different world and still shining.”
