Before the Covid-19 pandemic, combined business and entertainment events contributed almost RM1.2bil to the economy in 2019. – 123rf.com
WITH proper support, the live events industry, including concerts and shows, can contribute significantly to the tourism sector.
Such live events are part of the “experience economy” which fuels hotels, food and beverage businesses, travel and the retail industry, says Association of Arts, Live International Festivals and Events (Alife) R. Para.
