Purpose: This paper aims to discuss how emotional intelligence (EI) can be incorporated into the tourism sector to enhance the tourist experience through managing the service encounter between tourism service representatives and tourists. Design/methodology/approach: A review of the relevant literature on EI and tourism is undertaken to understand the link between EI and tourist experience. The paper begins by explaining the evolution and conceptualisations of EI and discusses its empirical evidence in various contexts. Findings: EI is proposed to be incepted into the tourism context through its influence on the service encounter between tourism service representatives and tourists. The service encounter is diagnosed as being emotionally charged through discussing tourism offerings, emotional labour performance and tourist attributions. Originality/value: This paper provides a fresh look into the link between EI and tourism service encounters and suggests the application of EI into the tourism context to enhance the tourist experience.