The great bustard is a globally-threatened species needing conservation action across Europe. This paper discusses key issues in the case for reintroducing the bird to Britain. Great bustards became extinct as a breeding species in Britain in 1832 probably as a result of hunting, agricultural change and inclement weather. The factors that caused the loss are no longer thought to operate. Suitable habitat exists in pockets across England and especially on Salisbury Plain where a large area is protected for military training and conservation purposes. The Plain combines short grass areas for lekking, long grassland for feeding and adjacent arable land for nesting. Pilot studies on arthropods in long grassland suggest that their density is sufficient for chick-rearing but the precautionary creation of additional food-rich areas among arable crops is recommended. Genetic studies indicate that Britain's bustards probably belonged to the central European group and that restocking should not use birds from Iberia. Only Russia has sufficient birds to supply a reintroduction project and losses there through nest destruction are high. By rescuing eggs, artificially incubating them and transporting chicks to Britain, the project should have zero detriment to the donor population. Modelling indicates that 40 chicks will need to be brought to Britain for 5–10 years to build a founder population of 100 birds. Although focused on direct action in Britain, the project will promote grassland conservation across Europe and serve as a model for translocating bustards elsewhere.