As the travel industry becomes increasingly segmented, Malaysia finds itself ideally positioned to take advantage of a developing niche in the market called “Volunt-Tourism” which taps into a growing urge for travellers to do good during their time off.  No longer is sitting at the beach sipping a brightly coloured drink with a miniature umbrella everyones idea of the perfect getaway, instead travellers are willing to pay good money to get involved with Malaysia’s iconic nature and wildlife.