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.

Explore thoughtfully with Markus Granelli, the General Manager of The Dolder Grand


My Top Tips to Conscious Travel

  • Choose your means of transportation consciously. Choose local transportation or one of our Carbon free transportation services. Use our historical cable car which takes you directly to the Dolder Grand and which is also eco-friendly.
  • Stay longer. There are many benefits of slow travel, but just from a sustainability perspective, you cut down on transportation emissions by staying in one place. Your hotel stay becomes more sustainable (less washing of sheets, less waste etc), and you immerse yourself more in the culture.
  • Think global, act local: Buy locally made (preferably handmade) products, rather than imported goods. Locally made products have a much smaller carbon footprint than imported ones.
  • Use your own water bottle. Tap water in Switzerland meets the highest standards of hygiene and safety. It is pure, rich in minerals and perfectly safe to drink.

Local Experiences in Zurich, Switzerland

  • ART: The National Museum Zurich showcases the history of Switzerland from its beginnings up to the present day. It gives an insight into the Swiss identity and the rich tapestry of our country’s history and culture.
  • ARTISINAL SHOPS: Schweizer Heimatwerk offers inspiring examples of Swiss craftsmanship, including watches, jewelry and accessories.
  • DRINK & EAT: The Kronenhalle, with its exquisite Swiss cuisine and panelled walls decorated with works by Picasso, Chagall, Matisse and Kandinsky, is a historical gem.
  • CONNECT WITH NATURE: The Panorama Trail has a fantastic view over the city of Zurich and stretches all the way from Zurich to Felsenegg through the wilderness of a Swiss mountain trail.
  • ENTERTAINMENT: The Zurich Opera House is one of the worlds best and yet smallest opera houses. 250 performances take place every year, featuring stars such as Cecilia Bartoli and Anna Netrebko.
  • BEST PLACE TO BE KISSED OR WATCH SUNRISE/SUNSET: The Dolder Grand’s room balconies looking over Lake Zurich and the city are the perfect place for a romantic evening.

Experience Better Travel

Sustainable, transformative, purposeful … and delightfully regenerative.

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NOW Resources

We are the problem and we are the solution

2021 Actions Determine Hope for a Stable Future

  • 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 | | 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). 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

Inspiring Responsible Travel

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


Recreate. Reimagine. Restore!

Mixing urgency with hope.

It must be NOW!

NOW Guide to What’s Good Outside

Passionate hosts with purpose at The Torridon, United Kingdom
share their unique knowledge of local culture and experiences.


Achieving Global Goals

Our mission is to bring innovative, sustainable, closed water cycle solutions to communities in the developed and developing world, with a key focus on refugee camps. View

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"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

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 emergency 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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Top 10 Countries

  • United States18.95%
  • United Kingdom16.26%
  • Canada6.51%
  • India5.36%
  • Philippines4.23%
  • Switzerland3.53%
  • Australia3.53%
  • Germany2.31%
  • China2.21%
  • France1.73%

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Note: The above information is updated quarterly. Last updated on 11 May 2021.

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