Resumen: In this research we analyze links between happiness and cultural tourism, taking the European Holy Grail Route in Spain as a cultural tourist product. Questions that arise are, among others, can cultural tourism generate understanding and social cohesion? Consequently, can it also mean increasing the happiness of both tourists and the host population? How and what can be learned from cultural tourism as a peaceful social process? Specifically, a qualitative approach was made in which we conducted semi-structured interviews with people belonging to civil society associations linked to the route. An analysis of the narratives (from the interviews) through the grounded theory was carried out. Improved individual reasons for happiness and social cohesion as a result of positive significant experiences are observed in the first step of results, and an exportable Decalogue of social behavior in cultural tourism experiences is presented and evaluated by the interviewees and shown as a research proposal. Idioma: Inglés DOI: 10.3390/su12083465 Año: 2020 Publicado en: Sustainability (Switzerland) 12, 8 (2020), 3465 [20 pp] ISSN: 2071-1050 Factor impacto JCR: 3.251 (2020) Categ. JCR: ENVIRONMENTAL SCIENCES rank: 124 / 273 = 0.454 (2020) - Q2 - T2 Categ. JCR: ENVIRONMENTAL STUDIES rank: 60 / 125 = 0.48 (2020) - Q2 - T2 Categ. JCR: GREEN & SUSTAINABLE SCIENCE & TECHNOLOGY rank: 30 / 44 = 0.682 (2020) - Q3 - T3 Categ. JCR: GREEN & SUSTAINABLE SCIENCE & TECHNOLOGY rank: 6 / 9 = 0.667 (2020) - Q3 - T3 Factor impacto SCIMAGO: 0.611 - Energy Engineering and Power Technology (Q1) - Environmental Science (miscellaneous) (Q1) - Renewable Energy, Sustainability and the Environment (Q1) - Management, Monitoring, Policy and Law (Q1) - Geography, Planning and Development (Q1)