Sponsored: An edition packed with thrilling adventures, timeless traditions and activities for all ages in the heart of the desert
Liwa Festival is one of the UAE’s most anticipated annual events, known for blending adrenaline, culture, and family-friendly fun. Each year, it draws thousands of visitors seeking a unique mix of heritage, motorsport, and entertainment, all set against the golden dunes of Al Dhafra.
This year, the festival delivered an exceptional programme of cultural showcases, high-energy competitions, nightly performances, and family-friendly attractions, celebrating the UAE’s deep connection to its desert traditions.
And Jetour was front and centre of the action
In an exclusive partnership with Elite Group Holding, the brand elevated the festival with even more adventure, culture, and community to the festival experience.
Across multiple zones, guests enjoyed interactive test drives alongside lifestyle-led hospitality experiences, highlighting the versatility, capability, and premium comfort of Jetour’s SUV line-up.
The Jetour VIP Camp, held from December 12 to 14, treated guests to Arabic Tanoora performances, oud sessions, falconry displays, henna artistry, and traditional Dalla service. The following weekends featured DJ-led performances with international drummers (December 19–21), followed by an Eastern-inspired programme (December 26–28) including a dragon show, Chinese calligraphy, Bian Lian performances, and tea tasting.
Visitors also relaxed at the Majlis, watched movies at the outdoor cinema, enjoyed giant board games and neon installations, and captured memories at the photobooth. The Corporate Area showcased flagship SUVs, including the G700, T2 i-DM 4WD, T2 Luxury Plus, T1 and Dashing, remaining on display until January 3, 2036.
Over New Year’s, the G700 took centre stage beside the grandstand with a spectacular fireworks show.
“Our participation at this year’s Liwa Festival reflected Jetour’s passion for connecting with communities through immersive experiences,” said Haroon Hayat, Group CFO of Elite Group Holding. “Moments like this remind us that personal achievements are only possible with an exceptional team. We are proud to bring Jetour’s adventurous DNA to one of the UAE’s most celebrated cultural gatherings.”
Images: Supplied
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