Explore mindfully with photographer Agi Simoes


My Top Tips to Conscious Travel

  • Offset your air travel carbon footprint
  • Travel light
  • Change sheets & towels every 4th day in the hotel your staying
  • Turn off lights in your room if you don't need them

Local Experiences in San Fransisco, The USA

  • ART: De Young Museum at the Golden Gate Park.
  • ARTISINAL SHOPS: The Ferry Building has many small shops with great diversity owned by locals.
  • DRINK & EAT: Zuni and restaurants with foreign movies are my favorites.
  • CONNECT WITH NATURE: Golden Gate Park and the Palace of Fine Arts where Australian eucalyptus trees fringe the eastern shore of the lagoon and man forms of wildlife made their home there.
  • ENTERTAINMENT: Farmers market on Saturdays by the Ferry Building. Take the ferry across the San Francisco Bay.
  • WATCH THE SUNSET/BE KISSED: Fort Scott along Presidio’s Pacific coast where this picture was taken. Magic sunset with view of Golden Gate Bridge.

Imagine Better Travel

Better than just sustaining, but instead delightfully replenishing.

Hotel of the Week

Soneva Kiri, Thailand


NOW Traveller Diaries

Genghis Khan Retreat


Helpful tips before, during and after your trip. View

NOW Guide to What’s Good Outside

Passionate hosts with purpose at The Alpina Gstaad, Switzerland
share their unique knowledge of local culture and experiences.


Inspiring Responsible Travel

Embrace the world, support communities, regenerate our planet in the process.

Our Big Questions

Is LGBT travel getting more dangerous?

Do your research and stay safe, say experts…..

Be Well

Hug a Tree

Time for Nature

It must be NOW!

Traveller Tools to Trust

Sustainable brands we know and love who are supporting the regeneration of our planet.

NOW Sustainability Tool

Find, track & directly book truly conscious hotels


Whatley Manor

NOW Offset Carbon Tool

Calculate & offset your air travel carbon footprint.

Achieving Global Goals

Be part of the solution. Support sustainable development goals.

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

Acion Against Hunger Zero Hunger

Climate Action Update


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/

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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