The tourism industry is one of the fastest growing industries worldwide, and its preeminent role as a fundamental contributor to the economic sector cannot be disputed. However, the tourism industry is not as harmless as previously thought, and its presence and growth has resulted in an increase in negative environmental impacts. The success of tourism rests on the quality of the natural environment where it has been developed. The worldwide drive toward sustainable development and the growth in environmental awareness, has placed pressure on tourism ventures to measure and mitigate their environmental impacts. Theory suggests that sustainable tourism indicators (STIs) form an inexpensive, operationally effective tool, available to assist tourism ventures to accurately measure their sustainable performance. This article explores the feasibility of STI's to accurately assess the sustainability performance of tourism ventures. The study was conducted on two luxury safari camps situated within one of the most delicate ecosystems in the world; the Namib Desert. This article draws on a reflection of the experiences gained from applying STI's. If STIs could be successfully applied in a highly sensitive desert environment, it signifies that STIs could be useful in assessing the sustainability performance in other tourism ventures. Keywords: Sustainable tourism indicators, responsible tourism, benchmark standards, Namibia.