Leading within crisis: Business war volunteer tourism

War volunteer tourism is a recently conceptualized category of tourism encompassing both combat and non-combat volunteers who travel with the aim of visiting active war zones (Simpson & Schuler Scott, 2023). The catalyst for this emerging research stream is the tens of thousands of people who travelled to Ukraine from around the world following Russia’s missile and artillery attacks starting on February 24, 2022. The estimates, for war volunteer tourism, within this war alone, are that approximately 20,000 people from over 50 countries around the world travelled to Ukraine to volunteer within the first months of the war (Stein, 2023).