The Azores bullfinch Pyrrhula murina, Priolo in Portuguese, is one of the rarest and most endangered birds in Europe and can only be found in the east of the island of São Miguel, Azores. 
For the last 15 years, habitat restoration and other conservation actions have been conducted on the Special Protected Area (SPA) where this bird is found. These projects have had excellent results for the conservation of this bird, improving its status from “critically endangered” to “vulnerable”, and recovering unique habitats: laurel forest and peat bogs. 
Management strategy included maximizing positive local socio-economic impacts, like job creation, expenses, educational opportunities, infrastructure creation and ecosystem services provision. This positive local impact, as well as efforts to raise awareness, have turned this bird into a symbol. The “Lands of Priolo” are now working to develop sustainable tourism that contributes to conservation of natural resources and local development.