Collaborative Push by ALIFE & Ministry of Communications Ahead of Visit Malaysia Year 2026

Setting the stage for a spectacular Visit Malaysia Year 2026, ALIFE Malaysia, short for Malaysian Association for Arts, Live Events, Concerts and Festivals and the Ministry of Communications are working to boost the nation’s live events industry in a bold attempt to solidify Malaysia’s standing as a top global entertainment destination.

At the heart of this, is the launch of the Concert and Event in Malaysia Incentives (CEMI), a powerful new financial support programme unveiled by Communications Minister Datuk Fahmi Fadzil recently. The announcement, made during ALIFE’s flagship ‘Eid Synergy’ event, underscores the shared commitment of both parties to elevate Malaysia as a regional hub for world-class concerts and festivals.

The Eid Synergy hi-tea event graced by Datuk Fahmi and his deputy Teo Nie Ching, was organised in the spirit of Muhibbah to bring together the industry players.

Starting 15 May 2025, CEMI will channel RM10 million annually to support large-scale events that attract over 15,000 attendees and feature a blend of local and international artists. The goal? To turn Malaysia into an entertainment magnet that draws visitors from across the region and beyond—contributing directly to the success of the upcoming Visit Malaysia Year 2026.

“This CEMI programme will be managed by MyCreative Ventures with the support of the Ministry of Communications, focusing on high-impact concerts and events. It’s a big step toward strengthening our entertainment ecosystem while supporting tourism,” said Fahmi.

To qualify, organisers must show a proven track record of managing major events over the past three years. For international acts, organisers are required to spend at least 20% of their total Qualifying Malaysian Concert and Event Spend (QMCES) locally, with 30% Malaysian participation. Successful applicants can receive a 30% rebate or up to RM1.5 million, whichever is lower.

Local-driven events will also receive strong support. Organisers who spend 70% of their QMCES in Malaysia can claim rebates of up to RM1 million, with bonuses of RM100,000 available to events that hit 60% ticket sales a month before the show and draw at least 20% of their audience from abroad.

This financial boost is complemented by policy improvements through the updated PUSPAL Guidelines 6.0—a major regulatory overhaul by the Ministry of Communications that simplifies the approval process for event permits. The new guidelines are set to make organising events in Malaysia more efficient, transparent, and accessible, reducing red tape and encouraging more high-impact productions in the lead-up to Visit Malaysia Year 2026.

Datuk Alan Foo, ALIFE Chairman, said that as Malaysia prepares for an influx of global attention, ALIFE continues to play a vital role as the voice of the nation’s live entertainment sector. Since its establishment, the non-profit association has championed the interests of concert promoters, event producers, venues, and service providers—working closely with the government to shape policies that are both pragmatic and growth-oriented.

From addressing the challenges of the 25% entertainment tax in 2023 to launching the TiketSelamat anti-scalping and fraud awareness campaign in 2025, ALIFE has proven to be an indispensable ally in protecting consumers and building trust in the live events market.

“CEMI and the new PUSPAL guidelines are victories for the industry, but they are also key milestones in a bigger vision—making Malaysia a top-tier destination for live experiences as we approach Visit Malaysia Year 2026,” said Brian Johnson Lowe, Deputy Chairman of ALIFE.

By aligning strategic government support with industry leadership, ALIFE and the Ministry of Communications are sending a strong message: live entertainment is not just cultural enrichment—it’s a driver of tourism and economic development.

With CEMI incentivising high-calibre productions, PUSPAL 6.0 removing operational barriers, and TiketSelamat safeguarding consumers, the foundations are being laid for an unforgettable Visit Malaysia Year 2026 campaign—anchored in music, culture, and world-class experiences.

As Malaysia steps into the spotlight, its live entertainment scene is ready to take centre stage.