Thailand has walked back part of its newly tightened alcohol regulations after fierce backlash from the tourism and hospitality sectors, a sudden reversal that has left businesses and consumers confused.
The U-turn comes just days after the amended Alcoholic Beverage Control Act (No. 2) B.E. 2568 took effect on Nov. 8. The revised law expanded penalties to include not only sellers but also drinkers, who could face fines of up to 10,000 baht (about Rs 27,500) for consuming alcohol during restricted hours.
Under the tightened rules, alcohol consumption was banned from midnight to 11 a.m., and again from 2 p.m. to 5 p.m. Licensed hotels, entertainment venues and designated tourist facilities were exempt, but the move still rattled an industry critical to Thailand’s economy.
Bars, restaurants and nightlife operators expressed confusion over how to enforce the new penalties. Tourism groups warned the restrictions threatened revenue at a time when the sector is trying to recover.
Facing mounting pressure, the National Alcoholic Beverage Policy Committee agreed in principle this week to lift the 2 p.m.–5 p.m. sales ban, effectively extending legal sales hours to 11 a.m.–midnight. Alcohol will remain available during those hours pending final approval.
A 15-day public consultation will be held before the measure is formalized through a Prime Minister’s Office announcement, which does not require Cabinet approval. The revised hours will run as a six-month pilot starting in December, during which drinkers will not face fines for consuming alcohol in the previously prohibited afternoon period. Thai officials said the relaxation could be extended beyond mid-2026.
Deputy Prime Minister Sophon Zarum said the afternoon sales ban was outdated and no longer aligned with modern work culture.
“That rule was originally introduced decades ago to stop civil servants from drinking between 2 p.m. and 5 p.m.,” he said. “But that era is over — no civil servant today spends their afternoon drinking. It’s an outdated measure that should be abolished.”
The government’s reversal comes as Thailand prepares for the year-end holiday season. Tourism accounts for roughly one-fifth of the country’s GDP, and officials expect the easing of alcohol restrictions to support visitor spending and offer relief to hospitality operators during a peak travel period.
The National Alcoholic Beverage Policy Committee is chaired by the prime minister or a deputy prime minister designated by the prime minister. Its membership includes the ministers of public health, finance, tourism and sports, social development, interior, justice, education and industry, along with the permanent secretary of the Prime Minister’s Office. The permanent secretary of the Public Health Ministry serves as secretary, with the Fiscal Policy Office director-general and director acting as assistant secretaries.
