A New Future of Tourism Vision
Regenerative, supportive of Global Goals and Carbon Positive.
NOW supports both travellers and the travel industry to commit to a more sustainable and regenerative future.
Travellers use NOW to travel better, decarbonize and directly book the world’s most sustainable stays.
Hotels that join NOW are accountable, inspiring and do more than just sustain, they advance the
wellbeing of communities and the environment.
Find them in NOW Sustainability Tool.
Sustainable, transformative, purposeful … and delightfully regenerative.
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Accountable, ambitious and sets the bar higher on low carbon travel and support of Global Goals.
We have gone over the dreaded tipping points. It is no longer just about saving the planet ... it is about saving ourselves.
It is still possible to avoid total systems collapse and catastrophe IF WE ACT NOW.
Our Opportunity - Governments across the globe announced their recovery stimulus plans amounting to over $10 trillion.
Build personal resilience NOW
Radically advance to a low carbon and sustainable lifestyle. Waste less.
Know you have power NOW
Only support accountable and transparent companies that aim to be carbon zero before 2030 and support the Global Goals.
1.5°C (34.7°F) above pre-industrial level is the absolute ‘red line in the sand’ when a series of one-way doors start to close. Carbon Brief’s analysis for the IPCC’s 2021-2022 Assessment Report revealed that our world will likely exceed 1.5°C (34.7°F) between 2026 and 2042 (central estimate 2030 and 2032). Today, it is 1.2°C (34.16°F). Events are occurring to amplify warming. 2026 is in less than 5 years.
Track Climate Action By Country NOW https://climateactiontracker.org/
Embrace the world, support communities and regenerate our planet in the process.
NOW speaks to the founders of GROUNDTRUTH
It would be a disaster.
It must be NOW that people understand their own impact and be aware of the implications of their actions – from what they purchase, who they purchase from and how much they consume.
It must be NOW that the awareness of the urgency needs to be conveyed and a clear plan needs to be constructed with a timeline. In my field of architecture and design, we need to implement sustainability design considerations to adhere to guidelines and frameworks of companies like EarthCheck.
It must be now that we take climate change seriously. It’s real and we must act immediately. If governments won’t lead, then business needs to.
It must be now that tourism should follow the 4C’s to develop responsible tourism by empowering the local Communities, preserving the Culture and balancing Conservation of the environment with Commerce, so travellers can enjoy discovering a healthy and productive planet for a very long time.
Consumers are NOW very aware of the environmental, social and economic challenges that face the planet. Research clearly demonstrates that safety, health and wellness, and responsible business practices form an important part of all travel decisions.
Passionate hosts with purpose at Beechwood Hotel, United States
share their unique knowledge of local culture and experiences.
Action Against Hunger is a global humanitarian organisation that saves the lives of malnourished children and ensures everyone can access clean water, food, training and healthcare, enabling entire communities to be free from hunger. View
"Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has." Margaret Mead
As we have said on so many different occasions, sustainability and wellbeing are completely intertwined, but who will lead the charge in the travel & tourism industry that seems to be lagging behind compared to some of its industry peers? Organisations like It Must Be NOW are clearly ahead of the game, setting best practices, offering certification tools and creating signalling effects. We posit that as the climate emergency intensifies, such organisations will put into motion a snowball / cascading effect. Expansion will therefore be exponential, not linear. Latecomers and doubters beware!
Managing Partner, Monthly Barometer
Top 10 Countries
Note: The above information is updated quarterly. Last updated on 01 Aug 2021.