Focusing on tourism ventures that market contact with so‐called bushmen, this paper examines some of the current dynamics and consequences of cultural tourism in Namibia, where the Government has instituted a series of progressive policies to promote local control over tourism development. While notions of primitive cultural otherness continue to feature centrally in tourist demand for contact with “bushmen,” the community‐based and collaborative tourism’ ventures currently being developed in Namibia teach tourists to see their “bushman” hosts as modernizing producers of tourism in their own right, and not just as objects of touristic commodification. Drawing from the anthropological literature on tourism and authenticity, and on the work of Slavoj Zizek on the workings of modern ideology, we argue that such ventures encourage tourists to practise a sort of “meta‐tourism,” in which the authenticity of “traditional bushmen” is replaced by the meta‐authenticity of a tourism experience that thematizes its own effects on the lives of those being visited. For the “bushman” participants in such ventures, we contend, the financial and political benefits of tourism, substantial as they can sometimes be, are ultimately offset by the developmentalist underpinnings of meta‐tourist discourse, which casts “bushmen” as forever not‐quite‐yet fully modern, in perpetual contrast to the tourists who visit them.