The Karoo is a breathtakingly beautiful arid area shared by four provinces in South Africa with many characteristics similar to Outback Australia. Described by some as the area where 'the land meets the sky' and also the place 'where you can hear God think', the Karoo is in danger of losing its genuine identity. A new kind of sustainable tourism is required that would encourage local communities to remain in the area rather than migrating to urban environments. The paper evaluates 'Desert Tourism' as an appropriate type of cross-border tourism and suggests how this could be developed, marketed and implemented.