This book chapter is not really a new publication but a copy of my paper in the Journal of Sustainable Tourism from 2016, a special issue on indigenous tourism. The special issue has been made into a book because of commercial reasons. My chapter is called ‘Contradictions of capitalism in the South African Kalahari: Indigenous Bushmen, their brand and baasskap in tourism’. If interested, see here: Contradictions of capitalism in the South African Kalahari