Concert fever turns into tourism boost as TWICE heads to Kuala Lumpur this October
According to Agoda, Kuala Lumpur saw a 53 per cent spike in accommodation searches after tickets went on sale compared to two weeks earlier.
NURSYAHMINA ZAINAL
When music meets travel, the result is more than just an unforgettable night, it creates an economic ripple that spreads across cities.
Kuala Lumpur is already experiencing a surge of visitors with K-pop sensations TWICE returning to Malaysia in October, proving once again that concerts are no longer just entertainment but powerful drivers of tourism.
The countdown has begun for ONCEs (as fans of TWICE are affectionately known) who have been eagerly awaiting the group’s return.
The last time the nine-member girl group performed in Malaysia was on Aug 17, 2019, an electrifying night that left Bukit Jalil buzzing with energy.
Five years later, the excitement is back in full swing as TWICE prepares to perform at the National Hockey Stadium on Oct 25.
The anticipation has already translated into numbers. According to Agoda, Kuala Lumpur saw a 53 per cent spike in accommodation searches after tickets went on sale compared to two weeks earlier.
The biggest surges came from regional neighbours, with searches up by 40 per cent from Singapore and 38 per cent from Thailand.
Such figures highlight the magnetic pull of concerts, where fans not only attend performances but also explore the city, book hotels, and spend on food, transport, and shopping.
This reflects a growing trend in entertainment tourism, where live events have become cornerstones of travel planning.
The momentum also aligns with the government’s Concert and Event in Malaysia Incentive (CEMI) programme, introduced under Belanjawan Malaysia and managed by the Communications Ministry alongside MyCreative Ventures Group.
The initiative is designed to strengthen Malaysia’s creative industry through strategic partnerships and uphold high standards in event management.
Its main goal is to attract and support large-scale concerts and music events with audiences of 15,000 people and above, featuring both international and local performers.
By offering financial rebates and targeted incentives, CEMI aims to boost tourism revenue, create more job opportunities, and support local businesses.
The upcoming TWICE concert is a perfect example of CEMI’s vision in action.
With fans flying in from across the region, hotels, restaurants, transport providers, and local shops are all set to benefit.
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