Elite Group Holding and Jetour Power Up Liwa Festival 2026
The Liwa International Festival 2026 has officially come alive in the Al Dhafra region, and this year, one automotive brand stands firmly at the heart of the desert celebration. Jetour, in partnership with Elite Group Holding, has launched a bold, immersive showcase that blends culture, adventure, and off-road capability across one of the UAE’s most iconic festival landscapes.
Running for 23 days, the festival once again transforms the golden dunes of Liwa into a hub of heritage, motorsport, and entertainment. Jetour’s presence adds a strong automotive dimension, aligning perfectly with the festival’s adventurous spirit and deep-rooted desert identity.
Jetour’s Travel+ Philosophy Comes Alive in Liwa
Jetour’s activation at Liwa Festival 2026 is built around its Travel+ philosophy, focusing on exploration, lifestyle, and community connection rather than a traditional static display.
Visitors are welcomed into a multi-zone brand experience that spans:
- A VIP Desert Camp
- A Corporate Display Area
- Off-road and Buggy Torque experiences
Together, these spaces allow festivalgoers to experience Jetour SUVs in an environment that reflects how they are meant to be used, beyond city roads and into real terrain.
The Jetour VIP Camp: Culture Meets Comfort
At the heart of Jetour’s Liwa presence is the VIP Camp, designed as a premium desert retreat that celebrates both Emirati and global culture.
During the opening weekend from December 12 to 14, guests enjoyed:
- Arabic Tanoora performances
- Live oud music
- Falconry displays
- Henna artistry
- Traditional Dalla coffee service
The cultural programme continues across multiple weekends, including:
- World-music DJ and international drummers from December 19 to 21
- Eastern-inspired performances from December 26 to 28, featuring dragon shows, Chinese calligraphy, Bian Lian performances, and tea tasting
Throughout the festival, the VIP Camp also offers a Majlis, outdoor cinema, refreshments, giant board games, neon installations, volleyball, and a dedicated photo booth, making it a standout destination for families and adventure lovers alike.
SUV Line-Up Takes Centre Stage
In the Corporate Display Area, active from December 12 to January 3, Jetour presents a full showroom-style experience featuring its flagship models, including:
- Jetour G700
- T2 i-DM 4WD
- T2 Luxury Plus
- T1
- Jetour Dashing
As the festival reaches its peak, Jetour’s presence extends to Tal Moreeb from December 31 to January 3, where the commanding G700 takes centre stage near the grandstand. This activation culminates in a high-energy New Year’s Eve celebration, complete with live shows and fireworks.
A Statement of Community and Adventure
Speaking on the brand’s participation, Haroon Hayat, Group CFO of Elite Group Holding, highlighted that Jetour’s involvement goes beyond visibility.
The goal, he noted, is to connect with communities through immersive experiences and bring Jetour’s adventurous DNA to one of the UAE’s most celebrated cultural gatherings.
Drive UAE Take
Jetour’s presence at Liwa International Festival 2026 is more than a brand activation, it’s a statement. By combining cultural storytelling, off-road capability, and premium hospitality, Elite Group Holding and Jetour have created one of the festival’s most engaging automotive showcases.
At Drive UAE, we see this as a smart move that places Jetour directly into the lifestyle and terrain it’s built for. In a market where SUVs are expected to deliver both comfort and capability, Liwa provides the perfect proving ground, and Jetour is clearly embracing it.