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 Stephan Stokkermans, MD of Grand Hotel Huis ter Duin


My Top Tips to Conscious Travel

  • Pack lightly, this helps reduce the plane's weight and reduce carbon emissions.
  • Use your own water bottle.
  • Do not accept plastic bottles or straws, but choose places that use alternatives like glass and paper.
  • Support the local economy.
  • Ensure electricity such as air conditioning and lights are turned off when you are not in your room.

Local Experiences in Noordwijk, Netherlands

  • ART: Explore Historical Leiden. Different Historical and National museums are all within walking distance.
  • ARTISINAL SHOPS: The shopping street in Noordwijk has a little shop named Poush. They sell products and clothes made by young local entrepreneurs.
  • DRINK & EAT:Noordwijk’s Famous Bunker Cheese. Made in the Historic Atlantikkwall bunker. High humidity, the constant temperature of 11.5 degrees and the proximity to the sea give them their own special taste.
  • CONNECT WITH NATURE: 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 its tulips. From March to May you will find amazing tulip fields along the road. To really be amazed by the beauty of the tulips, plan a visit to the Keukenhof!
  • BEST PLACE TO BE KISSED OR WATCH SUNRISE/SUNSET: Watch a sunset by one of the terraces of Grand Hotel Huis ter Duin. Sit in one of our idyllic white chairs, get served and enjoy the setting sun.

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WHY We Must Act NOW and Be Carbon Positive Before 2030

  • Based on the best available science, the Climate Clock answers the question on how much time is left before we reach 1.5°C (34.7°F), given the current trend of global CO2 emissions and the level of human-induced warming.

    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 and do not exceed 1.5°C (34.7°F).

  • WHAT can each person do to boldly drive change NOW? +
  • Use the power with your wallet and your vote NOW
    Only support accountable and transparent companies that aim to be Carbon Zero / Carbon Positive before 2030 and support the Global Goals.
    Call out companies that do little or nothing and greenwash. Track climate action in your country and demand urgent government action.

    Build personal resilience NOW
    Radically advance to a low carbon and sustainable lifestyle. Waste less.

    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

  • WHAT is the science telling us?  How much time do we have? +
  • 1.5°C (34.7°F) above pre-industrial level is ‘the red line’, a warning indicator of where many climate impacts – on balance – go from destructive to catastrophic. IPCC’s 2021 Assessment Report revealed that our world will likely exceed 1.5°C (34.7°F) between 2026 and 2042 (central estimate 2030 and 2032).

    The Good News: It’s up to us! We have hope if we act NOW. According to the IPCC, the world must cut fossil fuel emissions in half by 2030. This means each country must urgently move away from oil, coal and gas, and accelerate the just transition to clean energy.

    The Bad News: Events are occurring to amplify warming. IPCC 2021 Report compared what global warming looks like at 1.5°C (34.7°F) versus 2°C (35.6°F) when it gets horrific:

    • 1.7 billion more people experience severe heatwaves at least once every five years
    • Seas rise – on average – another 10 centimeters (almost 4 inches)
    • Up to several hundred million more people become exposed to climate-related risks and poverty
    • The coral reefs that support marine environments around the world could decline as much as 99%
    • Global fishery catches could decline by another 1.5 million tonnes

  • Global Warming Index from University of Oxford HERE
    Track Climate Action By Country HERE

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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

Action Against Hunger is supported by Soneva Kiri, Soneva Fushi and Soneva Jani .

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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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