Tourism is arguably one of the largest self-initiated commercial interventions to create well-being and happiness on the entire planet. Yet there is a lack of specific attention to the ways in which we can better understand and evaluate the relationship between well-being and travel. The recent surge of scholarly work in positive psychology concerned with human well-being and flourishing represents a contemporary force with the potential to embellish and augment much current tourism study. This book maps out the field and then draws links between tourists, tourism and positive psychology. It discusses topics such as the issue of excess materialism and its fragile relationship with well-being, the value of positive psychology to lifestyle businesses, and the insights of the research field to spa and wellness tourism. This volume will interest those who study and practise tourism as well as scholars and graduate students in a range of disciplines such as psychology, sociology, business and leisure.