How can concepts such as the ‘servicescape’ and the ‘visitor journey’ be useful to businesses such as BAOBAB Travel in terms of providing sustainable experiences? BAOBAB Travel Ltd is a Cape Town (formerly UK)-based specialist ecotour operator, born out of a combination of a love of Africa and travel, and a desire to actively work with and support local communities in the developing world. It is the company’s belief that travel and tourism have an enormous capacity to provide much needed economic growth within developing countries. However, we also recognize the fact that they have the potential to inflict irreversible damage on fragile environments and communities. It is our aim to reconcile these two conflicting aspects and provide a form of sustainable tourism that is sensitive to the destination and yet still provides clients with a holiday experience of a lifetime.