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Happiness is a concept with a long tradition in philosophy and is central to understanding the meaning of human life. Research on happiness has lately flourished in many social sciences. Yet in tourism studies this concept is underexplored. This lack of attention is surprising as tourism is increasingly seen in the literature as more than a break from everyday routines. It is today more and more seen as a health and well-being activity. The discussion in this article hence complements, but differs from, recent examinations of wellness and quality of life of tourists. In this article an exploratory picture of tourists' happiness is created. The picture of tourists' happiness is created by first discussing how tourists' happiness can be interpreted; and then by discussing how tourists' happiness can be evaluated in the main phases of the travel experience—anticipatory, on site, and reflective phases. It is concluded that tourists' …