Smart tourism development has received tremendous attention worldwide, but relevant literature remains largely focused on the technological aspects of achieving the greater economic growth and efficiency through innovation, mobility, inclusion and environmental sustainability the smart paradigm promises. While well-being and experience enhancement are considered at the individual level of tourists and (sometimes) residents, guiding principles for achieving responsible smart tourism at the destination level are lacking. Addressing these concerns, this paper begins to explore justice and ethics principles that offer the potential to help facilitate good governance of sustainable smart destinations. By merging smart tourism goals with justice and ethics considerations the paper presents preliminary guidelines for theory building, public policy and development practice in the context of smart destinations governance, and future research in this area. Keywords: smart tourism; sustainable development; governance, ethics, justice, responsible tourism