About NOW

NOW Vision
A world where travellers, tourism, the environment and society can prosper together today and into the future.

NOW Mission
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).

Message from NOW Founder
Message from NOW Chairman & CEO

It must be NOW!

EarthCheck is the world’s leading benchmarking certification and environmental management programme used by the tourism and hospitality sector of the travel industry that help owners, operators and designers reduce costs and reduce their environmental impact on our planet. +

– Stewart Moore
Founder of EarthCheck

The Griffith Institute for Tourism (GIFT) offers specialised consultancy to all levels of the tourism industry. Their extensive skills and understandings are founded in practically focused research from management and utilisation of big data to future planning of sustainable practice in the light of climate change. +

– Dr. Susanne Becken
Director of the Griffith Institute for Tourism
Professor of Sustainable Tourism at Griffith University, Australia

Monthly Barometer is a succinct predictive analysis provided to private investors, global CEOs and opinion and decision-makers. The Summit of Minds is a top-level gathering that brings together entrepreneurs, investors and political figures to be inspired by thinking, talking and walking together in the mountains. +

– Thierry Malleret
Managing Partner, Monthly Barometer

Top

EarthCheck is extremely excited to be working with the NOW team. We are impressed with their passion to advance sustainability and responsible business practices in the travel and tourism industry and for their commitment to raise the bar on industry reporting standards. As an industry we need to embrace the need for transformative change. Greenwash and the acceptance of poor environmental and social performance are no longer acceptable. NOW will ask the right questions and provide insights and advice on what best practice really looks like. Tourism desperately needs an open and honest conversation on sustainable business practices. NOW will provide that.

View Movers & Mavericks interview with Stewart Moore Here

Those committed to Regenerative Tourism are driven by making a wider difference rather than just focusing on their own operational sustainability. The key question to ask is whether the travel has resulted in greater benefits than damage. Carbon offsetting is a good start as it essentially ‘levels’ the impact in the sense of compensation. It does not actively create any good. To be more accountable and transparent around sustainability, the number one action would be to measure and disclose. Number two would be to think beyond their own business.

View Movers & Mavericks interview with Dr. Susanne Becken HERE

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!"

View Movers & Mavericks interview with Thierry Malleret HERE

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