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.

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Explore thoughtfully with Simon & Gabriela Jenny, the General Managers of Castello del Sole

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My Top Tips to Conscious Travel

  • Ensure electricity such as air conditioning and lights are turned off when you are not in your room.
  • Choose food that has a low environmental cost.
  • Choose your means of travel consciously. In Middle Europe, travellers can travel comfortably by train.
  • Ask our concierge for retailers of local products. Supporting local family-owned businesses is an important factor for the sustainable growth of a village and it’s an opportunity to learn more about the local culture as you meet and talk to locals while shopping.
  • Do ask us questions! Make it visual for tourism suppliers that sustainability is a growing need. Ask for local water, local wines and local meat in restaurants. Or ask us which activities support the local economy.
  • Stay longer than one night and do ask the Castello del Sole for green options to reduce unnecessary washing of towels and linen.
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Local Experiences in ASCONA, SWITZERLAND

  • ART: Verzasca Foto Festival – an outdoor exhibition in Sonogno. Pictures of the local territory and inhabitants of Verzasca Valley.
  • ARTISINAL SHOPS: Negozio Sapori Nostrani Val Maggia - fresh Swiss products made in the alp and on the plain by local farmers and craftsmen. In the "Val Magìa" shop in Cevio, buy a basket of products to relive the ancient Grotti of the area.
  • DRINK & EAT: Grotto Pozzasc - The Grotto Pozzasc stands in an idyllic location on the banks of the river that flows out of the Peccia Valley. Originally, the building was a water mill, as is still apparent in its wood and stone interior. Every day, the owners prepare delicious regional meals.
  • CONNECT WITH NATURE: Sentiero Yoga Vairano - The Yoga Trail in Vairano aims to unite nature with the individual and to interlink the two. The great variety of shapes and colors we see and experience in the forest give us strength, inner peace and awaken our vital energy and joy of life.
  • ENTERTAINMENT: Teatro Dimitri - Located in the beautiful countryside of the Terre di Pedemonte area near Locarno, the Teatro Dimitri was founded in 1971 by Clown Dimitri and his wife Gunda. Initially, its tradition lay within the art of clowning, non-verbal theatre and burlesque theatre. Nowadays it combines its traditional history with a dynamic and up-to-date cultural program.
  • BEST PLACE TO BE KISSED OR WATCH SUNRISE/SUNSET: Lungolago in Ascona – Enjoy a Sunset with a beautiful view on Lake Maggiore and on the Brissago Island.
Castello del Sole

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Castello del Sole, Switzerland

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2021 Actions Determine Hope for a Stable Future

MONTH
WEEK
DAYS
  • WHY it must be NOW?

  • 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.

  • WHAT can each person do to boldly drive change NOW? +
  • Invest in change NOW
    Support big movements that demand recovery programs address the climate emergency, collapsing ecosystems and deficits on social justice.

    Extinction Rebellion | 350.org | Fridays for Future | Stop Ecocide | Fossil Fuel Divestments | Possible

    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.

  • HOW much time is left before doors close?  WHAT is the science telling us? +

  • 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). Events are occurring to amplify warming. 2026 is in less than 5 years.

    Track Climate Action By Country NOW https://climateactiontracker.org/

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240 Seconds with Brad Frankel

NOW speaks to the co-founder of Flooglebinder

It must be NOW!

It must be NOW that aviation becomes carbon positive – nobody should fly without planting trees or investing in other projects that have a positive impact on earth and help repair some of the damage we have done.

Nicoleta Carpineanu, Founder of Forests Without Frontiers View

At a time when we have enormous pressures on planetary boundaries and where too many people are left behind, there is huge opportunity for business leaders to step up and address some of the most urgent challenges we face. It must be NOW that business adopt a model not just based on CSR and being “less bad”, but one that truly puts itself to the service of society and takes responsibility for its value chain.

Paul Polman, Founder of Imagine View

It must be NOW that the hotel industry must stop talking about growth and seeking more profit. They need to commit to investing in energy efficiencies, reduce emissions and give back to the community.

Sue Williams, General Manager of Whatley Manor View

It must be NOW that consumers must drive the narrative. Everyday people like us can change the world by refusing to do business with or buy products from anyone who’s values aren’t aligned with our own.

Doc Hendley, Founder of Wine to Water View

It must be NOW that we all take the time to witness firsthand the devastation that has already and is currently taking place in destinations and communities that don’t affect us personally. While that is often a difficult, sad experience, we learn the most from personal interactions and need to be storytellers on these communities’ behalf to ensure they cannot be ignored or forgotten.

Lindsey Ueberroth, CEO of Preferred Hotels & Resorts View

It must be NOW that we vote. The solutions are ultimately political. Tell elected officials that your vote will be based on their climate record. We have to turn public will into political will and turn political will into policies and actions.

John Heller, CEO of Little Sun View

NOW Guide to What’s Good Outside

Passionate hosts with purpose at Soneva Fushi, Maldives
share their unique knowledge of local culture and experiences.

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Achieving Global Goals

Forests Without Frontiers is a non-profit tree-planting organisation, working on reforestation and rewilding projects. We create bio-diverse nature havens, working with local expert partners and help restore ecosystems. View

Forests Without Frontiers is supported by Alpina Gstaad.

Forests Without Frontiers Life on Land

The NOW Team BlogIt Is Time for a New Era of Accountability & Transparency

Putting trust to a test.

NOW Press Room

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 emergence intensifies, such organisations will put into motion a snowball / cascading effect. Expansion will therefore be exponential, not linear. Latecomers and doubters beware!

Thierry Malleret,
Managing Partner, Monthly Barometer

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