The aim of this research paper is to analyse the acceptance of NFC smart posters in a tourism context. The rapid proliferation of NFC enabled phones is driven by the increasing availability of NFC readers and rising consumer awareness. The basic task within the mobile technology industry is to understand why and how consumers adopt or not adopt a certain mobile service and therefore, it is also of importance to gain understanding relating the consumer acceptance of NFC technologies. NFC smart posters are seen as the main service of this technology however; the acceptance of NFC smart posters in a touristic context has been neglected. In order to explore the factors affecting consumer acceptance this study will use the Unified Theory of Acceptance and Use of Technology (UTAUT) model.