At this critical time, travel with extreme care to yourself and others.

Find, track and directly book truly conscious hotels, resorts, reserves and retreats that care about the wellbeing of our world in the NOW Sustainability Tool.

Explore thoughtfully with Stephan Stokkerman, the GM of The Grand Hotel Huis ter Duin

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My Top Tips to Conscious Travel

  • Book with the right partners that share your values
  • Support the local community by buying and eating local
  • Be sure to offset your carbon emissions or pick travel methods with no limited carbon footprints
  • Turn off lights in your room if you don't need them
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Local Experiences in Noordwijk, The Netherlands

  • ART: Explore Historical Leiden. You will find different Historical and National museums all within walking distance.
  • ARTISINAL SHOPS: In the shopping street in Noordwijk you will find a little shop named Poush. They sell products and clothes made by young local entrepreneurs. From home-crafted jewelry to hand-painted postcards.
  • DRINK & EAT: Try Noordwijk’s Famous Bunker Cheese. Made in the Historic Atlantikkwall bunker, the high humidity, constant temperature of 11.5 degrees and the proximity to the sea give them their own special taste.
  • CONNECT WITH NATURE: The dunes of Noordwijk are part of the national park “Hollands Duinen”. Walk along the coast, explore the woods, enjoy the flower fields and spot foxes and roe deer.
  • ENTERTAINMENT: Noordwijk is famous for his tulips. From March till May you will find amazing tulip fields next to the road. If you want to be more amazed by their beauty, plan a visit to the Keukenhof.
  • WATCH THE SUNSET/BE KISSED: Watch a sunset with your loved ones at one of the terraces of the Grand Hotel Huis ter Duin. Sit down in one of the idyllic white chairs, get served and enjoy all that nature has to offer.

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Our Big Questions

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Our Big Questions

What do conscious travellers want today?

Difficult times call for difficult questions and uncomfortable conversations.

It must be NOW!

The sustainability train has left the station. We have a climate agreement, with or without America, and the biggest polluters around the world have realized that they need to act NOW rather than just make more political noise. We’ve reached a tipping point, and it’s a question of time more than anything.

Jochen Zeitz, Founder of the Zeitz Foundation View

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.

James Thorton, CEO of the Intrepid Group View

Solving climate change is probably the largest business opportunity of our century. We must now ensure that nobody is left behind, and particularly people from less privileged areas see the direct benefit – so we can win them all over for the transition to a zero-carbon economy.

Renat Heuberger, CEO of South Pole View

We have to transform businesses, and they have to provide solutions to some of the environmental issues that they have created, and to help societies and communities according to the Sustainable Development Goals to bring people out of extreme poverty. Businesses need to solve environmental problems, and this can only happen if they become part of the solution rather than continue to be the problem.

Jochen Zeitz, Founder of the Zeitz Foundation View

We must stop living in the past and instead challenge all the crazy habits we have manifested that have adverse effects on the planet.

Paul Lister, Founder of The European Nature Trust View

It must be NOW that we take action. There are many sustainable solutions. Hotels must act to become truly sustainable, use energy and water resources better, support local communities, serve local water in glass bottles and get rid of plastic bottles, and stop using all products made from petroleum.

Charlotte Landolt-Nardin, Founder of the organic brand Jardin des Monts View

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Climate Action Update

YEARS
MONTHS
WEEKS
DAYS

It’s 2020 and the united science in the IPCC (Intergovernmental Panel on Climate Change) warned that we have less than 8 years of current emissions remaining in our carbon budget before we reach 1.5°C (34.7°F). This will be by 2028, or less if we don’t lower our emissions to zero or if events occur to amplify warming. We are forewarned that just half a degree beyond this and we will severely destabilise our climate and worsen the climate extremes we are already experiencing today.

Are you using the power of your wallet and your vote to demand carbon neutrality and support of the global goals? Are you demanding for the companies and governments you support to be accountable and transparency with no greenwash allowed?

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

The NOW Team BlogMy Journey in the World of Covid-19

How quiet things have become.........

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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