Malaysia has introduced the Concert and Event in Malaysia Incentives (CEMI) rebate programme to strengthen its position as a centre for entertainment and cultural activities, with the aim of attracting more foreign tourists. With an initial allocation of 10 million ringgit (US$2.34 million), the initiative is designed to support inbound tourism by drawing international artistes and their fanbases to the country.
Announcing the launch of CEMI, communications minister Fahmi Fadzil noted that the rise in live events has had a knock-on effect across multiple sectors, including small traders, technical crews, hospitality, airlines, and public transport. The wider impact of such events has been evident in recent patterns of travel and accommodation demand.
Digital travel platform Agoda reviewed international accommodation searches around concerts held in Kuala Lumpur in 2024. It found that accommodation interest rose during concert periods, with searches increasing on the event dates and the surrounding days, compared to the week before. This increase in demand from regional markets aligns with the objectives of the CEMI programme.
For example, the A.R. Rahman Live in Kuala Lumpur concert on July 27, 2024 recorded a 14 per cent increase in accommodation searches, with Singapore, Indonesia, and China being the main source markets. The Bruno Mars concert on September 17, 2024 saw a 27 per cent increase in searches, mainly from Indonesia, Singapore, and China. Jay Chou’s Carnival World Tour stop in Kuala Lumpur on October 26, 2024 generated a 12 per cent rise in searches, with Indonesia, Singapore, and Thailand as the top markets.
Uzaidi Udanis, founder of the Consortium of Inbound Tourism Alliance, welcomed the CEMI rebate programme and described it as a timely and strategic move in the lead-up to Visit Malaysia Year 2026. He emphasised the need for event organisers to plan well in advance, recommending a lead time of at least one year to promote and market events to both domestic and international audiences and to ensure strong attendance.
He also said organisers should collaborate with tourism boards, local councils, and travel operators to curate side events around the main concert or show, such as food festivals, cultural exhibitions, or pop-up markets, to create a festival-like setting.
“This will not only extend visitor stays but also spread the economic benefits more widely to local businesses and communities,” Uzaidi said. “When you create a full destination experience around a concert, you give international visitors more reasons to travel, explore, and spend.”
In addition, he proposed bundling event tickets with accommodation, dining, and sightseeing options to help inbound travellers plan their trips more easily. “This kind of bundling adds value and convenience for foreign visitors,” he noted.
