For the first time in over half a century, restaurants and bars in Thailand can now legally sell alcoholic beverages between 2 PM and 5 PM. The new regulation, which came into force on September 11, 2025, ends a ban first introduced in 1972 by the Revolutionary Council to discourage civil servants from drinking during working hours. While the measure once aimed at productivity and public order, it had become increasingly unpopular with tourists and hospitality operators.
The Thai Restaurant Business Association, under the leadership of Sorathep Rojpochanarach, had campaigned for this reform for five years. Business owners argued that empty restaurants during the restricted hours hurt revenues, especially as tourism has grown into one of the country’s most important industries. The lifting of the ban is expected to increase restaurant sales by up to 25% and contribute significantly to GDP growth.
The change is also welcomed by international beverage suppliers, including the wine, beer, and spirits industries, which see new market opportunities as restaurants, bars, and convenience stores can now serve and sell throughout the day. Travel operators also expect to benefit, as the reform aligns Thailand with global dining and hospitality standards. Tourists from Europe, the USA, and Australia, where alcohol is typically available with all meals, are seen as likely to respond positively.
Health authorities stressed that existing rules remain in place, including the minimum drinking age of 20 and strict drunk-driving laws. Campaigns such as Don’t Drink and Drive will continue to promote responsible consumption. Additional public awareness efforts are planned to balance the economic gains with health and safety concerns.
Industry experts describe the decision as a modernization of Thailand’s regulatory environment, part of broader efforts to strengthen competitiveness in the global tourism market. After decades of inconvenience for visitors and locals alike, the end of the afternoon alcohol ban marks a symbolic step toward growth, modernization, and renewed confidence in Thailand’s hospitality sector.
