itmustbeNOW.com is a legacy project created by Alexa and Onno Poortier in alliance with inspiring figures and companies from the travel industry. We are supporting the industry we know and love to help it transform and thrive.
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, for people and for the planet.
We are an online platform providing discussion, research, innovations, tools and inspiration on how to travel with a conscience. We seek to inform and inspire you in making smarter choices on what to do, 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 with accountability and transparency.
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.
Travel and tourism that helps create a more compassionate, just, sustainable and resilient world where there is wellbeing for every person, every community and the whole ecosystem, and an equal opportunity to live a good life.
It must be NOW!