Visual stimuli are integral for the destination selection process, as well as for the delivery of unique, novel and compelling tourist experiences. Emerging techniques, such as eye-tracking, are effective for mapping tourists’ visual interests and paths, presenting an opportunity to identify patterns of visual attention, which provide insights into the underlying cognitive processes which underpin experiences. Building on a systematic review of the progress and development of eye-tracking in tourism field, this chapter summarises five main current research contexts for application and five future research directions. It also narrows the gap between eye-tracking and cognitive psychology by critically examining bottom-up and top-down attentional mechanisms.