A world where travellers, tourism, the environment and society can prosper together today and into the future.
To boldly advance accountable sustainability with transparency and help leaders drive systemic change.
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 in the power of Forces for Good to drive systemic change and take responsibility of their total impacts on communities and the environment.
HOW we do it?
We provide financial support incentives to help businesses to commit to climate action, get on the path to Net Zero or better (Climate Positive) and control risks.