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 mindfully with Agi Simoes


My Top Tips to Conscious Travel

  • Travel less, or only when necessary.
  • Offset carbon footprint generated from your travels.
  • Travel light.
  • Change your sheets and towels only every 4th day in a hotel.
  • Turn off the lights in your room if you don't need them.

Local Experiences in Ko Kut, Thailand

  • ART: De Young Museum at The Golden Gate Park
  • ARTISINAL SHOPS: The Ferry Building has many small shops owned by local with a great diversity of goods!
  • DRINK & EAT: Zuni and Foreign Movies restaurant are my favourites!
  • CONNECT WITH NATURE: The Golden Gate Park and the Palace of Fine Arts
  • ENTERTAINMENT: The Farmers Market on Saturdays by the Ferry building and taking a ferry across the San Fran bay!
  • BEST PLACE TO BE KISSED OR WATCH SUNRISE/SUNSET: A Great spot is at Fort Baker! A magical sunset with a view of the Golden Gate Bridge is here

Experience Better Travel

Sustainable, transformative, purposeful … and delightfully regenerative.

Hotel of the Week

Castello del Sole, Switzerland


Helpful Travel Tips. View

NOW Chef Diary

Grand Hotel Huis ter Duin


Share Your Travel Experiences Here

Traveller Tools to Trust

Accountable, ambitious and sets the bar higher on low carbon travel and support of Global Goals.

NOW Sustainability

Find, track & directly book truly sustainable hotels


NOW Offset Carbon

Calculate & offset your air travel carbon footprint.

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.

Our Big Questions

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

It would be a disaster.


The Power of Music

Loving, longing, transforming

It must be NOW!

NOW Guide to What’s Good Outside

Passionate hosts with purpose at Hotel Alex Lake Zurich, Switzerland
share their unique knowledge of local culture and experiences.


Achieving Global Goals

Our Vision – Universal access to clean energy
Our Mission – To design and deliver affordable clean energy solutions and inspire people to take climate action
Little Sun is a non profit organisation and charity registered in the United States and in Germany.

Affordable and Clean Energy/ Little Sun

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

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


376,363Page Views


15200Instagram Followers

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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