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itmustbeNOW.com is a legacy project created by Alexa and Onno Poortier in alliance with inspiring figures and companies from the hospitality industry. Our goal is to support the industry we know and love, helping it thrive in the future without negative impact on people and planet.
We are growing a global community of likeminded people who believe travellers and the travel industry have the responsibility to be a Force for Good.
We are an online portal providing discussion, research, innovations and inspiration on how to travel with a conscience. We seek to inform and inspire you in making smarter choices on where to go and who to stay with.
We are a Force for Good with a mission to boldly advance sustainability, social responsibility and principled business practice. Our aim is to achieve a complete paradigm shift and change attitudes and behaviours within the travel industry.
We believe that we are at an urgent and defining moment for our planet and we have a collective responsibility to change the way we travel.
It must be NOW!