“Something that takes me from point A to point B!” In my conversations with car buyers, meant to help them shortlist or select their ‘right car,’ I come across this definition every now and then. Whether the intention is to underscore utilitarian reasoning or an altruistic attitude, this stands at one end of the spectrum of how a vehicle is seen by its user. The way JETOUR defines their cars stands at the other end – going beyond the product realm and encompassing everything defined by a customer’s world of mobility. Travel+ is an invitation to build stronger connections with travel experiences, lifestyles, cultures and consumers.
For almost five decades, September 27th has been celebrated as World Tourism Day, and this year, if we are wiser by a word, it is “Travel+”. A clever coinage by JETOUR, it comes with the recognition that, for travellers of today, the journey is as important as the destination. Moreover, the destination itself expands to include what is around it—experiencing local cultures, getting closer to nature, and sharing one’s experience. Hilton’s 2026 Travel Trends Report vouches for this—emotional connection and meaningful experiences now cast a greater influence in determining how people travel. Having recently launched its new Global Travel Season, JETOUR is focusing on turning its “Travel+” proposition into tangible experiences that people from diverse cultural backgrounds can understand, participate in and share.
Steering clear of traditional automotive slogans, JETOUR is adopting “Travel+” as its brand strategy to build stronger connections with travel experiences, lifestyles, local cultures and consumers.
JETOUR responds to diverse elements of the “Travel+” concept on different planes. As an automotive manufacturer, the brand acknowledges the diverse expectations of travel – from family trips to outdoor exploration and sophisticated urban comfort. This determines the dynamic evolution of the product lineup, by fine-tuning space, comfort, safety, smart technology and off-road capability – but this is just for starters! The development agenda of JETOUR goes far beyond products. It includes a user-centered travel ecosystem that integrates owner communities, value-added travel services and cross-sector partnerships in local culture and public welfare. “Travel+” is more than just a slogan. It is a long-term strategy that integrates products, an ecosystem, culture and users for guided product evolution, elevated destination experiences and shared content.
“Travel+”: a conversation with the world
Earlier this month, during Arabian Travel Market, Dubai was venue to a travel-industry dinner that brought together nearly 200 eminent guests and opinion leaders, initiating conversation on travel trends, destination experiences and user needs. The influential event was hosted by JETOUR, in tandem with Condé Nast Traveler.
Products that gave wings to Travel+
July 2019 marked the entry of the JETOUR brand in the Middle East. Boxy in shape and rugged in disposition, T2 made an overwhelming takeover of the SUV market. Having sold 570,000 units globally and won hearts across the Middle East, T2 created a fan following not only for itself but also for the brand.
Among the models that were to follow in the wake of it, the powerful and formidable G700 made its debut in 2025 November at a landmark global event in Dubai. With more than 900 PS to play with, G700 is a PHEV that is equipped to conquer diverse terrains. In a timely response to the rising interest in hybrid vehicles, a variant of JETOUR T2 was introduced with i-DM hybrid technology.
Worldwide expressions of “Travel+”
JETOUR has been showcasing momentous instances of Travel+ across the world. As the official automotive partner of the Malaysia Sarong Music Run, JETOUR has been working closely with the local culture. During a parade that was attended by over 100 vehicles and 20,000 spectators, JETOUR signed a three-year memorandum of understanding (MoU) in the presence of Malaysia’s Prime Minister. During the event, the hybrid SUV T2 i-DM was launched and Jetour announced its new travel season, inviting users worldwide to TRAVEL WITH JETOUR.
JETOUR’s commitment to “Travel+”as a brand pillar is long-term and its expression through community initiatives has a global footprint. From supporting cheetah conservation in Africa, protecting the Sindh ibex in Pakistan, conservation of Tibetan antelope in China and turtles in Malaysia, the initiatives are taken forward in destinations across the world.
An important pillar of JETOUR’s fourth Global Travel Season is “Wonder for JETOUR”, which was officially revealed on September 27, World Tourism Day. Filmed in various locations across nine countries—Malaysia, Indonesia, the Philippines, Argentina, Poland, Mexico, Australia, Cambodia and Sri Lanka, the series will share the stories of travel creators worldwide and will bring greater depth and diversity to JETOUR’s expression of travel culture.
“Wonder for JETOUR” will be instrumental in communicating JETOUR’s “Travel+” strategy in its totality—where products make the journey possible; content captures it; destinations and local life give it greater purpose. In the words of Ke Chuandeng, President of JETOUR International, “JETOUR will always travel alongside our users, build deeper emotional connections with travelers worldwide, and grow together.”
