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.
Cholistan Desert Jeep Rally or simply “Cholistan Jeep Rally” is an off-road race. It is organized by the Tourism Development Corporation Pakistan (TDCP). The event is annually run in the Cholistan Desert venue.
It was first introduced in 2005 by Tourism Development Corporation of Punjab (TDCP). The rally initiates near the Derawar Fort in Ahmadpur East Tehsil. Around 100 drivers and teams from all over Pakistan participate and almost 100,000 visitors witness it every year.