All six tourists described personal benefits of their encounters with ayahuasca in terms of a change in self or a better self in relation to others. Ayahuasca was described as a ‘spiritual journey’ or ‘sacred ritual’ because of its physical, psychological and social dimensions. For example, participants reported physical changes including weight loss due to the strict vegetarian diet. Psychological changes included feelings of relaxation, serenity, and connectedness to nature. Social changes were conceived around better understanding of ‘others’ (e.g., retreat participants) through self-awareness and inten- tions of behaviour improvement toward significant others (e.g., family and friends) and the broader society. The effects of ayahuasca on participants reflect the notion that spiritual travel experiences have a strong change component.