2025 is already shaping up to be a year of change for alcohol in Thailand. In June, the government relaxed the rules on sales hours for hotels, airport terminals and entertainment venues. Next came a proposal to lift the ban on anything seen as promoting alcohol consumption.. And now, the latest update might be the most exciting yet as there’s buzz that restaurants could soon be free from the dreaded 2pm–5pm booze ban. For now, though, it’s still a very grey area awaiting confirmation.
The good news came on September 11 when Sorathep Rojpojchanarat, president of the Restaurant Business Association and honorary adviser to the Thailand Hostel Association, praised the move and thanked both the former administration and opposition parties for listening to the voices of business owners. His comments triggered a wave of excitement on social media, with many believing restaurants were now allowed to sell liquor during this period.
But don’t get too excited just yet – you can’t stroll into any restaurant and start ordering drinks during the 2pm–5pm window. Doing so could land both you and the establishment in hot water. Thai brewer and politician Taopiphop Limjittrakorn even took to social media to remind everyone that the ban is still very much in effect. For now, the relaxed rules only apply to three types of locations. So while the updates have got everyone talking and dreaming of afternoon cocktails, most eateries still have to play by the old rules.
The rule itself has been around for more than 50 years. Back in 1972, Revolutionary Council Order No. 253 set specific hours for the sale of beverages. The idea was to reduce drunken behaviour, fights and other drink-related issues. By splitting the day into two drinking windows, the government hoped to prevent people from consuming alcohol continuously through the workday and into the afternoon.
These days, the midday ban has been frustrating for many visitors, who either can’t get a drink or sometimes skip ordering a full meal during the restricted hours. The Restaurant Business Association says that if the rule is relaxed, restaurants and related businesses could see sales jump by 20–25 percent.
Looking ahead, by removing a restriction that many tourists find inconvenient, Thailand could enhance its reputation as a welcoming and accommodating travel destination. This could encourage longer stays and repeat visits from high-spending tourists. If the initial results in the designated zones are successful, there could be a push to expand the relaxed hours to other areas, such as supermarkets, gradually changing the country's overall approach to alcohol sales. By keeping up with international expectations, the country could give its tourism scene a nice boost and stay ahead in the global travel game.
For now, the change only applies to three locations, but many see it as a first step toward broader reform. While it doesn’t yet lift the ban across all restaurants, the discussion itself signals that authorities are listening to business owners and considering updates to longstanding rules. Whether or not the midday ban will be fully relaxed remains to be seen, but the conversation has already sparked debate across the industry and on social media. We’ll be keeping a close eye on how this develops and will share updates as soon as more concrete details emerge.