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


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

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.

Imagine Better Travel

Better than just sustaining, but instead delightfully replenishing.

Hotel of the Week

Soneva Jani, Maldives


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 Soneva Kiri, Thailand
share their unique knowledge of local culture and experiences.


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


The Alpina Gstaad

NOW Offset Carbon Tool

Calculate & offset your air travel carbon footprint.

Achieving Global Goals

Be part of the solution. Support sustainable development 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

Whole World Water Clean Water and Sanitation

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

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

View All

Instagram Gallery

itmustbeNOW Newsletter

Receive our exclusive email newsletter for feature articles to Inspire Responsible Travel, NOW Contests, the latest Forces for Good from around the globe and Track Climate Action.

By signing up you agree to Privacy Policy and Terms & Conditions