Purpose – This study aims to explore the role of happiness as a key emotional driver in wine tourism and examines its direct and mediating effects on tourist satisfaction and loyalty. The focus is on understanding how happiness influences these constructs and what impact it has on enhancing wine tourism experiences. In addition, this study attempts to identify the specific sources of happiness through qualitative input provided by visitors. Design/methodology/approach – Primary data was collected from domestic visitors to wine destinations in Czechia. Using Partial Least Squares to Structural Equation Modelling, the direct and mediating effects of happiness on satisfaction and loyalty were analysed using two models, each testing three hypotheses. An open-ended question was also included to capture context-specific triggers for happiness and provide additional depth of interpretation. Findings – The results confirm that happiness significantly influences both satisfaction and loyalty, with the direct effect on satisfaction being stronger. The mediating effect of happiness on the relationship between satisfaction and loyalty is also statistically significant, albeit less pronounced. Overall, happiness was found to increase satisfaction and loyalty, which emphasises its importance in wine tourism. By distinguishing between direct and mediating effects, this study offers a more refined explanation of how emotional states contribute to tourists’ behaviour in wine tourism context. Originality/value – This study offers an analysis of happiness in wine tourism and distinguishes between its direct and mediating role in shaping tourist satisfaction and loyalty. It fills a gap in the literature on emotional drivers in tourism and offers actionable insights for destination management organisations and stakeholders. To the best of the authors’ knowledge, it is one of the first empirical attempts to isolate the specific effect of happiness within a satisfaction–loyalty concept. The findings extend the theoretical framework and suggest new areas for research on emotions in tourism, particularly in rural and wine destinations.