The tunneling Seebeck effect in a metal-vacuum-metal junction is studied experimentally in a scanning tunneling microscopy setup. Selective heating of the tip with a laser generates a well-defined temperature difference at the tunnel junction. The thermovoltage between the tip and the sample is measured with atomic-scale lateral resolution and related to the band structure of the junction, as revealed by local tunneling spectroscopy. Tunnel current rectification experiments in compensated conditions allow for a direct measurement of the Seebeck coefficient without the need for tip heating, thereby realizing Seebeck mapping on the atomic scale.