Place attachment is significant in tourism marketing as it influences revisit intentions and destination loyalty. Drawing upon the Place Attachment theory, this study examines how memorable tourism experiences and well-being influences destination attachment in tourism. Well-being is operationalized as hedonic and eudaimonic well-being. Data was collected from 430 recent travellers to investigate the relationship between memorable tourism experiences, hedonic and eudaimonic well-being, and place attachment. The frequency of visits was included in the investigation as a moderating variable. The results show that memorable tourism experiences significantly influences place attachment, and that hedonic and eudaimonic well-being fully mediates this relationship. The frequency of visits do not influence these relationships. Tourists develop an attachment to a destination when their experience is memorable, satisfying and enhances their purpose and meaning in life. This study contributes to the literature on destination attachment and positive psychology. Discussion of the study findings and implications for academics and practitioners conclude the paper.