JETOUR Malaysia Celebrates World Tourism Day With Travel, Culture And Community
JETOUR Malaysia wants to send the message to its customers and fans that travel is not only about getting from one destination to another. Hence, the brand is using its “Travel+” philosophy to connect mobility with local culture, outdoor experiences and the communities that make travelling meaningful.
This approach was showcased recently through a series of activities in conjunction with World Tourism Day on 27 September, including the Malaysia Sarong Music Run 2026 at KLCC on 19 September.
JETOUR Malaysia was the event’s Title Sponsor and Official Car Partner, which saw more than 20,000 participants taking part in a celebration combining running, music and Malaysian culture.
The event also marked the launch of the JETOUR T2 i-DM PHEV and brought together more than 100 JETOUR owners for a city convoy. The evening ended with a drone show over the Kuala Lumpur skyline.
Content from the event was also livestreamed and shared through JETOUR’s international platforms, giving audiences outside Malaysia a look at the event and its celebration of Malaysian culture.
From Car Ownership To Travel Experiences
JETOUR Malaysia has been a partner of the Malaysia Sarong Music Run since 2025, and the relationship is set to continue through a new three-year partnership with the Malaysia Marathon organiser from 2027 to 2029.
The partnership will explore opportunities to promote local travel culture and develop outdoor lifestyle experiences around movement, travel and exploration.
For an automotive brand positioning itself as “The Travel Expert”, the strategy also gives JETOUR a way to build its identity beyond the vehicle showroom.
Rather than treating travel simply as a destination, its Travel+ philosophy focuses on the experiences and connections created along the way.
JETOUR Partners Conservation Groups
The Sarong Music Run also provided a platform for JETOUR Malaysia to establish partnerships with the Marine Conservation and Research Organisation Malaysia (PULIHARA) and Turtle Conservation Society of Malaysia (TCS).
This collaboration brings travel and conservation together, with representatives from both organisations also recognised as JETOUR Travel Ambassadors.
The idea is straightforward: outdoor travel depends on the natural environments that people visit, making conservation part of the wider travel experience.
The partnerships therefore give JETOUR another avenue to connect its Travel+ positioning with local environmental initiatives and communities.
Connecting Malaysian Culture With A Global Audience
JETOUR International President, Ke Chuandeng, said the company wants mobility to become a way of connecting its Travel+ philosophy with local culture.
“Guided by JETOUR’s global philosophy of ‘In somewhere, for somewhere, Be somewhere’, we hope to use mobility as a way to connect our Travel+ philosophy with local culture.”
He added that building stronger connections with local customers and partners is intended to help JETOUR create mobility experiences while becoming part of the communities and places where it operates.
The timing also comes as Malaysia promotes the Visit Malaysia 2026–2027 campaign, giving JETOUR an opportunity to use its international platforms to showcase aspects of Malaysia beyond the conventional tourist itinerary.
For JETOUR Malaysia, that means the vehicle becomes part of a larger proposition: getting people to places, while making the journey and the communities around those places part of the experience.
CarTok Editor’s Note
JETOUR’s latest activities show how the brand is trying to make Travel+ more tangible in Malaysia. Its brand strategy goes beyond the product and into building an ecosystem that involves owners, outdoor activities, local culture and conservation.
This approach makes sense for a relatively young brand in Malaysia. Building familiarity through experiences gives JETOUR more opportunities to establish relationships with customers beyond the purchase of an SUV.
A Travel Expert proposition ultimately has to be experienced by owners, not just communicated through events. Consistent engagement with the owner community will therefore be important if JETOUR wants Travel+ to become a meaningful part of its ownership experience.
