As we are observing dramatic shifts in digital transformation, the field of heritage tourism is also undergoing a profound shift from passive observation to emotionally immersive, interactive engagement. This paper develops a theoretical framework that offers a foundation for future empirical studies on AI-enhanced emotional experiences in heritage tourism. The paper proposes a Cognitive-Emotion Engagement Model, which examines how the utilisation of interactive immersive technologies, such as AI, augmented and virtual reality, enhances emotional engagement and attachment in heritage tourism experiences. By fostering deeper emotional bonds with visitors, these technologies enrich destination brand image and promote long-term brand loyalty. Grounded in multidisciplinary theories, including Flow Theory, Cognitive Appraisal Theory, Place Attachment Theory and Stimulus-Organism-Response (S-O-R) model, the proposed model explores the psychological mechanisms by which intelligent technologies trigger emotions and stimulate meaningful heritage experiences. The model is intended for future empirical application in GCC heritage contexts, such as the tangible and intangible heritage experiences in Oman and its neighbouring countries, where AI-guided storytelling and immersive reconstructions can enrich visitor experiences. Practically, this model guides tourism stakeholders in leveraging AI to deliver personalised, sensory-rich narratives that resonate with visitors’ values and identities. The mediating role of emotional engagement and the moderating effect of emotional attachment reveal strategic entry points for brands seeking to strengthen loyalty and advocacy. Examining the rapidly evolving interactive AI technologies can provide tourists with immersive heritage experiences, protect cultural narratives, unite diverse audiences and enhance emotional resonance. This paper aims to integrate the role of AI Interactive technologies with human cognition and emotions to enhance brand image and strengthen loyalty toward destination brands, contributing to academic discourse and the sustainable evolution of heritage tourism branding.