ABSTRACT
This chapter shows how tourism actors envision and grapple with the phenomenon of Smart Tourism in tourism organisations through an exploration of the daily undertakings of tourism practitioners in the region of Northern Denmark. Building on the idea of Smart Tourism as an ecosystem, the chapter argues that a better understanding is needed of how destination actors engage with digital technologies on a daily basis and how such practices are often 'more-than-digital'. In order to explore this, the 'zoom in' on the everyday practices of developing a Smart Tourism Destination and how Smart Tourism is imagined and developed in conjunction with everyday practices of tourism actors. The configuration of Smart Tourism practices as ad hoc is characterised by sporadic initiatives taken by individual tourism actors. Smart Tourism as routine is a systematic and automated practice where working with digital platforms and data has found its rhythm in the broader ecology of daily practices of the tourism organisation.
