In the era of value co-creation, meaningful tourists' experiences are the result of individuals participating in the creative process. The emotions that tourists raise during their vacation have a pivotal role in their final cognitive evaluations and behavioral responses: only truly personalized and unique co-creation experiences are going to thrive in the competitive marketplace. This study reviews the literature on emotion focusing on its nature, breath, depth and intensity and discusses them within the tourism experiences framework to conclude by outlining the relevant connections to tourism experience design. Implications and suggestions for future theoretical and empirical studies are then discussed.