A relatively new construct describing the tourist-festival bond, named “festival attachment," is derived from research on place attachment. This article aims to review the literature on different constructs for understanding the tourist-festival bond and place attachment studies in the tourism discipline, summarise different findings, and propose the concept of “festival attachment." Building on previous conceptualizations of place attachment, this study considers festival attachment as the people-place relationship arising from tourists' on-site experience at a festival. That is, the formation of festival attachment presumes the visitors' on-site experiences and perceptions of a festival. This new construct of the people-festival bond can be used to understand more complex, longer relationships between individuals (festival tourists, festival participants, festival performers, festival volunteers, and festival residents) and festivals, and the different dimensions can be further applied to provide insights for brand strategy development. This study highlights the importance of festival attachment as an important construct, explaining the connections between festivals and their tourists. In addition, the study adds new knowledge to existing studies concerning studying tourist-festival bonds.