Nature-based tourism in the desert can play an important role in reconnecting people with nature. Tourist experiences are influenced by imaginaries as well as the spiritual and aesthetic values of the landscape, promoting a new identity through a sense of transformation and belonging. These Cultural Ecosystem Services (CES) shaped as well by geopolitical imaginaries have as yet remained unexplored. They are important, new contributions to the body of research. How do German-speaking group and cruise tourists imagine the desert and how do they experience the cultural values of the dry ecosystem ‘in situ’? Primarily, in-depth interviews and travel ethnography were applied along with photography and content analysis of marketing material. To support these methods, a survey was distributed to mega-cruise tourists visiting the desert. Results show that group tourists in particular romanticize an imaginary, quiet, empty place similar to a sacred space, promoting self-transformation, a deep connection with the space and sociality with nature and/or with others. Their experiences also enhance empathy for the natural environment through ‘self-immersion’, creating profound well-being. While in the desert, group tourists engage in a multi-sensuous immersion and spiritual transformation, while cruise tourists enjoy an adventure experience. 74% of the cruise tourists enjoyed being in a completely different environment. But, due to noise, overcrowding and built infrastructure, some CES such as silence, finding solitude and viewing of the sands are diminished. A proposed framework takes into account the influence of geopolitical imaginaries and the spiritual and aesthetic values of the desert leading to the core spiritual experience. Such a framework can justify the long-term protection of the desert, and its high cultural value, as well as an environmental ethic.