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

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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.
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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.

Experience Better Travel

Sustainable, transformative, purposeful … and delightfully regenerative.

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NETHERLANDS - Noordwijk
Grand Hotel Huis ter Duin

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NOW Sustainability

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We are the problem and we are the solution

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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). 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 https://climateactiontracker.org/

Inspiring Responsible Travel

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

Movers & Mavericks

300 seconds with Georgia, Nina and Sophia Scott

NOW speaks to the founders of GROUNDTRUTH

Our Big Questions

Tourism Desperately Wants a Return to the ‘Old Normal’?

It would be a disaster.

It must be NOW!

It must be NOW that people understand their own impact and be aware of the implications of their actions – from what they purchase, who they purchase from and how much they consume.

Brad Frankel, Co-founder of Flooglebinder View

It must be NOW that the awareness of the urgency needs to be conveyed and a clear plan needs to be constructed with a timeline. In my field of architecture and design, we need to implement sustainability design considerations to adhere to guidelines and frameworks of companies like EarthCheck.

Yasmine Mahmoudieh, Architect & Designer 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 Thornton, CEO of Intrepid Group View

It must be now that tourism should follow the 4C’s to develop responsible tourism by empowering the local Communities, preserving the Culture and balancing Conservation of the environment with Commerce, so travellers can enjoy discovering a healthy and productive planet for a very long time.

Inge de Lathauwer, Founder of the Sumba Hospitality Foundation View

Consumers are NOW very aware of the environmental, social and economic challenges that face the planet. Research clearly demonstrates that safety, health and wellness, and responsible business practices form an important part of all travel decisions.

Stewart Moore, CEO of Earthcheck View

It must be NOW that philanthropists and activists integrate local communities into our projects and work directly with them to produce real results. They are the ultimate guardians of their areas.

Francesca von Habsburg, Founder of the Thyssen-Bornemisza Art Contemporary Foundation View

NOW Guide to What’s Good Outside

Passionate hosts with purpose at Beechwood Hotel, United States
share their unique knowledge of local culture and experiences.

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Achieving Global 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

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

Zero Hunger Action Against Hunger

NOW Team Blog

"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

A New Future of Tourism Vision

Regenerative, supportive of Global Goals and Carbon Positive.

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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NOW Community

131,551Users

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218+Countries

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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%

Learn more

Note: The above information is updated quarterly. Last updated on 01 Aug 2021.

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