Martin Webb-Bowen established a Namibian specialist safari company called SandyAcre Safaris in 1995. This catered largely to the English-speaking market, and it was merged with another specialist company with similar ideals in 2008 to become Ultimate Safaris. This company operates its own remote camps and lodges, and it specializes in running high-end guided and fly-in safaris throughout Namibia. It has recently added a self-drive department which offers its own vehicles for hire. Ultimate Safaris also has a not-for-profit entity called the Conservation Travel Foundation which focuses largely on environmental issues and rural development of the areas in which it operates.

Martin served on the Board of the Namibian Tour and Safari Association (TASA) from 1996 to 2005 when he became the Executive Officer of the Namibia tourism ‘umbrella body’, the Federation of Namibian Tourism Associations (Fenata). He then became Chairman of Fenata from 2007 to 2010 and was re-elected to the same post for another two years in 2022. He has wide experience of tourism activities in Namibia stretching over almost 30 years, and this has involved participation in the formulation of National tourism policies as well as serving on a variety of committees working on the harmonization and coordination of differing aspects of the Namibian Tourism Industry.