A world where travellers, tourism, the environment and society can prosper together today and into the future.
To boldly advance sustainability with accountability and transparency in tourism to promote the well-being of destinations and communities.
WHY we exist?
We exist to make travel more sustainable for travellers staying in hotels. We help to make these businesses stronger by doing good and ‘giving more to the world than they take’.
WHO is behind NOW?
itmustbeNOW.com is a legacy project created and personally financed by Alexa and Onno Poortier in alliance with inspiring figures and companies servicing the travel industry.
WHAT we believe?
We believe that we are at an urgent and defining moment for our planet and we must take collective responsibility for our total impact on the community and the environment, to meet the needs of the present without compromising the ability of future generations to meet their own needs.
HOW we do it?
We are growing a global community that believe we have a responsibility to be a force for good and use the power of business to help solve social and environmental challenges. We must commit to sustainability with accountability and transparency, and goals to support the UN Sustainable Development Goals (SDG) and be Climate Positive (also known as Carbon Negative).