Using the context of luxury eco-cottages, this study draws on positive psychology to investigate how guests might be encouraged to engage in on-site pro-environmental behaviours. Based on a survey of pro-environmental behaviours and attitudes of 145 tourists, open-ended responses were analysed for the presence of character strengths and tested against responses to pro-environmental attitudes, intentions and behaviours. Results indicate that tourists who displayed character strengths were more likely to report engaging in pro-environmental behaviours or hold pro-environmental attitudes. Furthermore, some character strengths, e.g. curiosity, judgement, social intelligence, self-regulation, hope and citizenship, were more prevalent in the analysis. We conclude that tourism experiences designed to appeal to specific character strengths can encourage tourists to adopt pro-environmental behaviours.