The significance of tourism within the ASEAN region is recognised by multiple stakeholders. Presenting and promoting a distinctive image of tourism is a common agenda across the ten ASEAN nations. The aim of this study is to document and interpret the emotional connotations of ASEAN tourism slogans. Arguably, such messages provide an initial guide to the appeal and competitive advantages of each individual country. The study is underpinned by considering key ideas on destination positioning and the lexical analysis of emotions. By mining archival resources about word frequencies, synonyms and meanings, the positions of the slogans in an emotion space originally developed by Plutchik were compared and plotted. Joy, admiration and ecstasy were the dominant emotional connotations of most slogans. Thailand and Malaysia have the most distinctive tourism slogans, followed by Vietnam and Laos. Expressions used in the slogans for these four nations overlapped less with other countries across the families of emotion words.