The Liwa International Festival once again proved why it is one of the UAE's most anticipated annual events, drawing visitors from across the country to the majestic dunes of Al Dhafra. Known for blending heritage, high-energy motorsports, and family-friendly entertainment, the festival delivered a vibrant programme that celebrated the UAE's deep-rooted desert traditions.
This year's edition stood out with an immersive mix of cultural showcases, thrilling competitions, nightly performances, and interactive attractions designed for all ages. From adrenaline-filled activities to moments of relaxation under the stars, the Liwa International Festival 2026 offered a complete desert experience.
Jetour Takes Centre Stage
At the heart of the festival's excitement was Jetour, which played a leading role through an exclusive partnership with Elite Group Holding UAE. The collaboration elevated the overall festival experience by combining adventure, culture, and community engagement in the heart of the Al Dhafra desert.
Across multiple zones, visitors explored Jetour's SUV lineup through interactive test drives and lifestyle-focused hospitality experiences. These activations highlighted the brand's versatility, off-road capability, and premium comfort — all perfectly suited to the desert environment.
Culture, Entertainment, and Immersive Experiences
One of the key highlights was the Jetour VIP Camp, which hosted guests for an authentic cultural experience featuring Arabic Tanoora performances, oud music sessions, falconry displays, henna artistry, and traditional Dalla coffee service. Subsequent weekends brought a dynamic mix of DJ-led performances with international drummers, followed by an Eastern-inspired programme showcasing dragon shows, Chinese calligraphy, Bian Lian performances, and tea tasting.
Beyond the performances, visitors relaxed at the Majlis, enjoyed outdoor movie screenings, participated in giant board games, explored neon installations, and captured moments at interactive photo booths.
Showcasing Innovation and Adventure
The Corporate Area featured Jetour's flagship SUVs — including the G700, T2 i-DM 4WD, T2 Luxury Plus, T1, and Dashing — giving visitors a closer look at the brand's latest innovations. Over the New Year celebrations, the G700 became a focal point near the grandstand, complemented by a spectacular fireworks display that lit up the desert sky above Tal Moreeb.
A Commitment to Community Connection
Reflecting on the brand's presence at the festival, Haroon Hayat, Group CFO of Elite Group Holding, said the participation "represented Jetour's passion for connecting with communities through immersive and meaningful experiences." He emphasised that such moments highlight the importance of teamwork and shared vision, adding that Jetour is proud to bring its adventurous DNA to one of the UAE's most celebrated cultural gatherings.
