The biggest change resulting from this measure is in the operating procedures of general retail stores, convenience stores, and large supermarkets. Previously, these stores had to cover their alcohol displays with curtains or screens at 2:00 PM or block POS payments altogether. They could only remove the screens and resume selling alcohol after 5:00 PM. Now, without these cumbersome procedures, they can sell alcohol continuously from 11 a.m. to midnight. It is expected that scenes of tourists who used to enjoy a drink with their lunch glancing at their watches and rushing, or people going to buy beer in the afternoon only to turn away upon seeing the covered displays, will become a thing of the past. However, sales are still prohibited in principle from midnight until 11 a.m. the following day.
The roots of the “2–5 p.m. dry hour” that has now been abolished date back to the military regime era. It originated with a decree issued in 1972 by the then-Military Revolutionary Council under Thanom Kittikachorn. The prevailing interpretation is that this was a measure intended to prevent civil servants and office workers from drinking alcohol during working hours, which could lead to tardiness or absenteeism. Under the decree, alcohol sales were limited to the hours of 11 a.m. to 2 p.m. and 5 p.m. to midnight, and the sale of alcohol at retail outlets was strictly prohibited outside of these hours. This meant that out of 24 hours in a day, alcohol could be purchased for only 10 hours, while sales were restricted for 14 hours. The dry hours gained legal standing through the “Alcoholic Beverages Control Act” enacted in 2008 and have continued for over half a century, repeatedly renewed through Prime Minister’s Office decrees and decisions by the National Alcohol Policy Committee and the Alcohol Control Committee.
Paradoxically, the trend toward deregulation began with an “attempt to tighten regulations.” Last November, the Thai government sought to apply stricter sales restrictions between 2:00 p.m. and 5:00 p.m. not only to retail stores but also to restaurants and bars. In response, the tourism industry and small business owners strongly opposed the move, arguing that it “could dampen visitor spending.” Criticism grew, particularly in major tourist destinations such as Bangkok, Phuket, and Pattaya, with many calling it an “outdated system that does not align with the lifestyle and tourism patterns of the current generation.” Ultimately, the government backed down and launched a pilot program in December of last year to lift the 2–5 p.m. sales ban for approximately 180 days. During this period, alcohol sales were permitted continuously from 11 a.m. to midnight. As the results of the six-month pilot program were favorable, Thailand’s Alcohol Control Board and the National Alcohol Policy Committee voted to formally establish continuous sales from 11 a.m. to midnight as a permanent regulation. This decision took effect after being published in the Royal Gazette on May 29.
However, the statement that “drinking during the day is now allowed” is only half true. This is because the only change brought about by this amendment is the “sales hours”; all other regulations remain in place. First, the legal drinking and purchasing age is still 20, and establishments are required to verify identification. Sales and consumption are strictly restricted in public places such as temples, schools, government offices, gas stations, parks, and certain public transportation facilities. The “Dry Day” practice—where alcohol sales are completely banned nationwide for one day during major Buddhist holidays such as Makha Bucha and Visakha Bucha—remains in effect, and alcohol sales are also prohibited on election days and referendum days.
The Tourism Authority of Thailand explained, “Respecting local laws, public safety, and the well-being of the community is our top priority,” adding, “We will help travelers enjoy dining, leisure, and nightlife responsibly within the legal framework.”
