Malaysia has joined the rush toward worthy tourism, introducing turtle adoption. Run in conjunction with the Sarawak Tourism Board, the programme is aimed at increasing public awareness of the country's unique wildlife and encouraging ecotourism.

Shahrin Mokhtar, the director of Tourism Malaysia Sydney, says one of the most spectacular features of East Malaysia is its abundance of wildlife. Malaysian Borneo is a biodiversity hotspot, where environmental and ecological responsibilities heavily influence the way the tourism industry operates.

Numerous programmes have been set up to help conserve the country's natural heritage, including volunteer programmes with orang-utans.

The turtle adoption allows volunteers to watch turtles lay their hundreds of eggs, but also allows them to get involved with the process of collecting eggs and measuring them, as well as tagging and releasing baby turtles into the ocean.The next programme is scheduled to run from May to September 2009.