A thorough understanding of the context of tourism and the tourist experience can benefit service design processes and provide a suitable entry point for designers who are working with product development, service design and research in the tourism context. Service design is a new domain for researchers and the goal of this study is to create deeper understanding of the domain and the use of design research methods in this area. This research: - contextualizes creative tourism from the perspective of Namibian craftswomen, - shows how the service design process can offer a framework for a designer working with the tourism industry, - studies the user experience connected with creative tourism, - analyzes the service design process though constructing a visual blueprint of the creative tourism experience.