This chapter shows that by the turn of the century, British spa and seaside resorts were explicitly proclaiming the emotional effects of holidaymaking and gradually advertising happiness and joy as their main product. It analyses the commodification of emotional experiences and its effects on notions of gender and class. The emotionalization of holidaymaking did not challenge its therapeutic function; rather, the crucial change was that the therapeutic framing of amusement opened holidaymaking to the lower classes, while at the same time paving the way for physicians to become involved in various aspects of the holiday industry. Through the analysis of travel guides, advertisements, popular literature, and texts written by vacationers, the second part of the chapter explores some of the challenges faced by resorts in their new function as an emotional industry. In order to provide emotional change, the resort industry had to adjust itself to all kinds of unstable perceptions of the moral dispositions and emotional meanings of time, space, sights, and sounds (e.g. modernity, technology, urban space, nature, crowds). In contrast to common assumptions about consumerism, it is shown that the kind of consumption practised in holidaymaking was not entirely subordinated to or manipulated by the production system; rather, the value of the product was co-produced within a broader emotional economy.