This study investigates the key components and influences of positive affect and electronic word-of-mouth (eWOM) on tourist visits at two developing urban destinations, namely Birmingham,United Kingdom and Valencia, Spain. These two data collection sites yielded evidence gatheredfrom 615 and 627 sightseeing bus tourists, respectively. Through the analytic lens of AffectiveEvents Theory (AET), data were examined, and results verify the significant mediating role ofaffect in two regards: (1) tourists’decision to extend their visits and (2) eWOM of sightseeingbus tour experiences. The moderating role of past sightseeing experiences in theserelationships was also supported by the data analysis. This paper further strengthens the role ofaffect in tourism management scholarship as well as expands AET from the work-setting intothe tourism context thus marking a new research trail. Practical implications for tourismdestination management organizations (DMOs) are also discussed.