Affective destination images have received considerable attention from tourism marketing researchers as evidence suggests that affective components in destination images affect tourists’ emotional responses, which in turn influence their behavioural intentions toward the destination. Therefore, tourism practitioners seek solutions to influence the emotional effects of affective destination images for B2C communication. This paper presents a design science research project to develop an AI system to assist practitioners in generating affective destination images that potentially trigger the desired emotional responses of tourists. By leveraging knowledge and techniques from NeuroIS, this paper also proposes a framework of scientific experiments to assess how the generated affective destination images by the AI system affect tourists’ emotional experiences.