Assessing cultural ecosystem services provided by biodiversity requires a combination of ecological and social approaches. In this study, we investigated the capacity of large African mammal species to provide the cultural ecosystem service of wildlife tourism by using a supply and demand framework. First, we tested the relationship between supply and demand for large mammal species in wildlife tourism. Second, we tested whether the trophic level and body size of mammals influenced the mismatch between supply and demand, and whether the patterns of mismatches were consistent among four protected areas (PAs) in three Southern African countries. To quantify supply of species, we counted large mammals along 196 five km road transects within the four PAs; to estimate demand, we gathered 651 face-to-face questionnaires of wildlife tourists and distinguished between their expectation and hope to see specific species. Results show that a higher supply of large mammal species increased the expectation to see a species (linear regression slope β = 0.28, p