Since the government cancelled the long-standing prohibition on selling alcoholic beverages between 14:00 and 17:00, in a move aimed at stimulating the economy and tourism, the early assessments indicate the change is likely to increase restaurant revenues by more than 20%, after aligning sales hours more closely with tourist behaviour.

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Information from the Ministry of Public Health, provided by Pattana Promphat, Minister of Public Health, shows that during a two-month evaluation period from December 2025 to 31 January 2026, the average hourly rate of drink-driving between 14:00 and 17:00 was significantly lower than during the same period last year. The accident-occurrence graph remained stable and did not spike, despite the New Year festival period and heavy travel.

The data has been cited by the private sector as empirical evidence that extending alcohol sales hours did not create the social impacts previously feared. Instead, it has been described as an economic driver, helping to offset the effects of the original law, which many said no longer reflected tourist behaviour or current economic and social conditions.

The restriction dated back to a Revolutionary Council order issued in 1972 to control civil-servant discipline. In recent years, foreign media reports about civil penalties for drinking beyond the afternoon time limit under the new Alcoholic Beverage Control Act had raised concerns among visitors, with some reportedly choosing other ASEAN destinations with more flexible regulations.

Dr Chatchai Tuangrattanaphan, vice-chairman of the Thai Retailers Association, said removing the three-hour “gap” eliminated what he described as an economic vacuum. Retail outlets, particularly in tourist areas, saw overall average income rise by 5% over the past two months. He added that the change also reduced conflicts between staff and tourists who previously did not understand why alcohol displayed on shelves could not be sold.

Chanon Koetcharoen, president of the Restaurant Association, said operators’ figures indicate revenue has the opportunity to increase by more than 20%. Foreign tourists often have longer lunches than Thai diners, and the ability to order drinks such as wine or beer without a 2pm cut-off has led to longer stays and higher food orders.

The Nation reported that Kawee Sarakawee, president of the Thai Alcohol Beverage Business Association (TABBA), called the change a correction of a legal obstacle that had hindered tourism for more than half a century. He said if the government reviews 180 days of data and finds that social impacts do not rise, the association hopes the measure will be made permanent to build investor and tourist confidence.

Picture courtesy of The Nation - Dr Chatchai Tuangrattanaphan, vice-chairman of the Thai Retailers Association

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Adapted by ASEAN Now Nation 1 Mar 2026

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Now make it from shop opening times, so you can buy while doing your usual shopping, I'm guessing these current restrictions don't apply to cannabis

Not sure how this evaluation was made. I have not seen police out doing checks in daylight hours since Prayut was in the big seat. I may see the odd ones at the scene of an accident, but that is rather 'bolting the stable door' somewhat.