Thailand To Reopen Afternoon Alcohol Sales After Backlash From Tourism Sector

On 8th November, Thailand announced a strict update on its afternoon alcohol sale ban, which was rolled back in 1972. According to the new update, the offenders of this ban will have to pay hefty fines starting from 10,000 baht. Now, after about 10 days of this announcement, the Thai government has decided to lift the alcohol sales during the afternoon, just a few days after imposing the rule. Now retailers can sell alcohol from 2 pm to 5 pm after facing significant backlash from the tourism and hospitality sector. Here’s everything you must know about this ban lifting. 

More About The Policy

Thailand has enforced a nationwide ban on selling alcohol since 1972  during the afternoon hours, which is from 2 pm to 5 pm. The ban was imposed by the ruling military government of the time. It was primarily a measure taken for public health and curbing social issues that are associated with drinking. In early November 2025, the ban got strict enforcement after a hefty fine for offenders was introduced. 

Although there were exceptions for entertainment venues and some licensed hotels, stricter enforcement began only in November 2025. This led to widespread discontent and confusion among hospitality operators, retailers, and tourists alike.

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Backlash From Tourism Sector

About 20% of Thailand’s GDP (Gross Domestic Product) comes from the tourism industry. So, after facing major backlash from the tourism industry, the ban on alcohol from 2 pm to 5 pm will be lifted starting from December 2025. 

Many restaurant operators, bar owners, and even foreign tourists expressed frustration with the restriction. This is because the restriction tends to disrupt the service hours, reducing spending, and also diminishing the country’s appeal during the holiday season. 

Also, some business groups mentioned that tourists do expect the relaxed rules regarding the sale of alcohol. According to them, this sudden stricter adherence to the ban is slowly leading to confusion and frustration. 

Thailand Government Announces Reopening Afternoon Alcohol Sales

The constant mounting pressure on the Thai government led to its announcement of the reversal right after some days of the rules being stricter in effect. So, from December 2025, alcohol sales will be allowed in the earlier restricted time (2 pm to 5 pm). But this lifting of the ban comes under a six-month pilot program. 

According to this program, the new rules will be monitored to check what difference it is making for the next six months. If it looks successful, the lift might get extended beyond mid-2026. It is intended to revitalise the tourism industry and support economic recovery, given the recent decline in the arrival of foreign visitors.

Many stakeholders have welcomed this new pilot program with open arms, predicting better and stronger sales, especially during the upcoming peak holiday season. 

Despite the relaxation provided for the afternoon sales, the other rules, like restrictions on alcohol advertising, sponsorships, and banning celebrity endorsements and influencer campaigns, are still in effect. 

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Summing Up

The lifting of the ban on afternoon alcohol sales by the Thai government is expected to restore confidence among the local operators and tourists by maintaining Thailand’s reputation as a tourist-friendly destination. It will also support the economy as tourists will be spending more.