Experience Better Travel

Slower, sustainable, transformative … and delightfully replenishing.

We have gone over the dreaded tipping points. It is no longer just about saving the planet … it is about saving ourselves.
It is still possible to avoid total systems collapse and catastrophe IF WE ACT NOW.

Embrace the world, support communities and regenerate our planet in the process. is a legacy project created by Alexa and Onno Poortier in alliance with inspiring figures and companies from the travel and education industry. We are supporting the industries we know and love to help it to transform and thrive.

We are growing a global community of likeminded people who value travel and education, and believe that we have a 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 and learn with a conscience. We seek to inform and inspire people in making smarter choices on what to do, where to go and who to support.

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 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.

Travel and education that helps create a more compassionate, just and sustainable 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!

NOW Press Room

“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!”

Thierry Malleret,
Managing Partner, Monthly Barometer

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Ethic Earth™