DEQING, ZHEJIANG – JETOUR has reinforced its commitment to environmental stewardship, officially integrating large-scale nature conservation into its global “Travel+” ecosystem. The automotive brand, which emphasizes off-road exploration, is pivotally shifting its focus to ensure that the landscapes its vehicles traverse are preserved for future generations.
This new chapter was marked on October 22 during the 2026 JETOUR Global Technology Experience Day. Hosted at the scenic Xiazhu Lake National Wetland Park in Deqing, Zhejiang Province, the event saw international guests and stakeholders engage in direct conservation efforts. Participants took part in a hands-on crested ibis protection initiative, which included the installation of nesting facilities and the release of fish fry to bolster the local aquatic food chain.
The Xiazhu Lake event serves as a blueprint for how JETOUR intends to harmonize high-performance off-road travel with ecological responsibility. By facilitating direct interaction between travelers and the ecosystems they visit, the brand aims to transform the typical tourism experience into an act of conservation.
“For JETOUR, travel means more than just discovering new places; it means respecting and protecting the natural world,” the company stated in a release. “Off-road capability opens up new ways to explore nature, but respecting nature and protecting ecosystems are essential to the culture we promote.”
This mission is not confined to China. JETOUR has successfully exported its “Travel + Public Welfare” model to various continents, working with regional experts to address localized environmental challenges. In Africa, the brand collaborated with the Discovery Channel and the Cheetah Conservation Fund (CCF) on the award-winning “Return of the Cheetah” documentary series. Similar cross-border initiatives include turtle conservation projects with TCS and PULIHARA in Malaysia, a markhor protection program in Pakistan, and a harpy eagle conservation project in South America.
These efforts represent a maturing strategy for JETOUR. As the brand expands its footprint to over 100 countries and engages a global community of more than 50 million fans, it is leveraging its 300+ JETOUR CLUB communities to mobilize grassroots support for nature. By partnering with specialist organizations worldwide, JETOUR is moving beyond sporadic charitable donations to build a long-term, integrated commitment to environmental sustainability.
The “Travel+” ecosystem is designed to be a holistic experience. By combining vehicle innovation with community-led exploration and a core focus on conservation, JETOUR is positioning itself not just as a manufacturer of off-road vehicles, but as a facilitator of meaningful global travel. As the company continues to scale, its underlying message remains consistent: go far, but protect the fragile beauty of what lies beyond. For JETOUR, the ultimate success of a journey is measured not just by the terrain covered, but by the positive impact left behind on the natural world.
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