Cheetahs, the world’s fastest land animals, are beloved worldwide yet only a few people are aware that their population is rapidly declining, with less than 7,500 cheetahs remaining.
20 September 2024 saw JETOUR officially announce its strategic partnership with the Cheetah Conservation Fund (CCF) at their official South African launch in Sandton. JETOUR will support the annual care of two orphaned/non-releasable cheetahs as well as donate official vehicles to improve cheetah habitats.
Founded in 1990, the CCF has been at the forefront of global cheetah conservation. Led by Dr. Laurie Marker, CCF is a world leader in cheetah research and conservation. JETOUR began discussions with Dr. Laurie Marker in April and quickly cooperated on the global cheetah conservation initiative.
“Cheetah conservation requires long-term commitment, and JETOUR, with its dedication to long-term goals, is a perfect partner. We are grateful for their support, and we will deepen our cooperation to inspire more people to join our global ‘Protect the Cheetah’ initiative, to maintain ecological balance together,” says Dr. Laurie Marker.
Ke Chuandeng, Vice President of JETOUR Auto, also highly praised the partnership: “We are honored to be a part of this mission. We recognise the importance of wildlife conservation and the enormous challenges it faces. We hope JETOUR will bring global attention to the cheetah’s plight and encourage more people and organisations to contribute to the ‘Protect the Cheetah’ initiative.”
Studies show that cheetahs’ current habitat has shrunk by 91% compared to historical levels, primarily due to habitat loss, human wildlife conflict and illegal wildlife trade. Now, cheetahs are only found in a few countries, with population strong-holds in South Africa, Namibia Botswana, and East Africa’s Kenya and Tanzania. Namibia, known as the Cheetah Capital of the World, is where CCF’s International Research and Education Centre is located isinternationally recognised for its excellence in the conservation of cheetahs and their ecosystems.
In its global development, JETOUR adheres to its “Travel+” strategy, focusing on regional economic development and conserving the natural and cultural environments related to travel. During the collaboration with Discovery Channel earlier this year, JETOUR visited Namibia and learned about the dire situation of cheetahs in Africa. Realizing the urgency of wildlife protection, JETOUR actively sought opportunities to participate in cheetah conservation.
JETOUR will also work with the Discovery Channel to produce a documentary on cheetah conservation and promote the “Protect the Cheetah” initiative worldwide. This campaign aims to raise public awareness and encourage participation in cheetah conservation.
Travel as ESG Practices: Enriching the “Travel+” Strategy
Currently, ESG (Environmental, Social, and Governance) has become a significant trend in corporate development. JETOUR has incorporated ESG goals into its business and global development since its inception.
Given the global emphasis on sustainable development, JETOUR’s partnership with CCF marks its first venture into wildlife conservation. The collaboration enriches its “Travel+” strategy and opens a new avenue in global ESG efforts.
In the future, JETOUR will continue to uphold its belief in “Travel as ESG Practices”, encouraging users to explore the unknown, create value during their journeys, and find happiness in contributing to ESG missions.
