Thailand relaxes afternoon alcohol ban after strong pushback from tourism industry

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Thailand has decided to ease its long-standing afternoon alcohol ban, a regulation that previously prohibited the sale of alcoholic beverages from 2 pm to 5 pm. The government announced the change after receiving consistent pushback from tourism stakeholders, who said the rule discouraged spending and confused international travellers.

The new relaxation allows licensed venues — including restaurants, hotels, bars, and tourism establishments — to serve alcohol during the previously restricted window. Tourism operators had argued that the rule was outdated and incompatible with Thailand’s efforts to position itself as a competitive, visitor-friendly global destination.

Industry associations noted that travellers often plan afternoon activities, tours, and dining during this period, making the ban an unnecessary barrier to revenue. Many businesses reported losing customers to neighbouring destinations with more flexible alcohol laws.

The government said the decision aligns with its broader tourism revival strategy, which focuses on increasing visitor spending, extending stay durations, and supporting the hospitality ecosystem. Officials emphasised that safety protocols and enforcement against underage drinking will continue unchanged.

Tourism leaders welcomed the move as a “practical and long-overdue step”, adding that it helps Thailand stay competitive ahead of the upcoming high-travel season.