Turacos are birds used as status symbols in certain African cultures. Despite this cultural value, turacos are increasingly threatened by habitat loss and illegal hunting. We tested the hypothesis that the high cultural value associated with turacos means local people are willing to conserve them and their habitats. To this end, we examined the traditional uses of turacos and how their cultural value could facilitate conservation interventions. We administered an open-ended questionnaire to 180 households during January 2017–November 2019. We found the feathers of three species of turacos to be associated with qualities such as social esteem and power: Bannerman's turaco Tauraco bannermani (categorized as Endangered on the IUCN Red List), green turaco Tauraco persa (Least Concern) and great blue turaco Corythaeola cristata (Least Concern). People were generally supportive of efforts to protect turacos because of a strong connection between these birds and the local culture, supporting our hypothesis. This particularly applied to people of high social standing such as chiefs and village elders who use turaco feathers to gain public distinction. Feathers were also used by herbalists for traditional medicine, and hunters used the birds’ calls as a time indicator. Feathers are generally obtained through opportunistic collection and a sustainable, traditional hunting system, but we also found that some people hunt turacos to sell them as pets. We recommend that conservation interventions make use of the cultural values associated with these iconic species, together with implementing alternative sources of livelihoods, to promote behaviours that help achieve conservation objectives in the area.