The purpose to hold this event in the heart of Cholistan desert is to show outside world its history and rich culture and open this area as a winter tourist destination. It is anticipated that event will receive widespread projection in print and electronic media.

The Cholistan Desert Jeep Rally in Pakistan might sound like another racing event but there is so much more to it than the actual race! Being organized in a part of the country which seldom gets the attention it deserves from the local authorities, the rally is a festival to celebrate for the locals. The racing event is organized by the provincial government to promote the rich culture and tradition of South Punjab, which is otherwise often overlooked, thanks to the other popular cities like lahore, Rawalpindi and Islamabad in Punjab. The annual four-day event is held in February promoting the Cholistan desert as a winter destination for local and international tourists.