PATTAYA, Thailand – Pattaya’s tourism scene is feeling the impact of Thailand’s newly enforced Alcohol Control Act (No. 2) B.E. 2568, which prohibits the sale and consumption of alcoholic beverages in licensed establishments from 12:00 a.m.–11:00 a.m. and 2:00 p.m.–5:00 p.m.
A field survey by local reporters found that many Thai and international tourists remain unaware of the restricted hours. As a result, they are buying alcohol from convenience stores during permitted times and consuming it on Pattaya Beach instead, viewing the shoreline as a personal relaxation area outside the scope of commercial regulations.
However, bar and restaurant operators in the city are facing direct losses. Afternoon hours, a peak relaxation time for tourists, are now off-limits for sales, causing noticeable drops in revenue at the start of the high season.
Somporn (alias), a beachfront restaurant owner, said, “Since the new law came into effect, our sales have nearly halved. Tourists want an afternoon beer after swimming, but they can’t buy it from us, so they buy from convenience stores and drink on the beach instead. We lose both income and the atmosphere in our restaurants.”
Public health officials warned that consuming alcohol inside licensed establishments during prohibited hours can result in fines up to 10,000 Baht. Drinking purchased legally and consumed in public spaces like beaches may not directly violate the national law, but local ordinances in some provinces may still prohibit alcohol in public areas.
Many Pattaya operators are urging the government to review or relax the measures to better match tourist behavior. Without adjustments, they warn, the restrictions could hurt the city’s tourism economy, particularly during the high season.
“Without revenue during the hours when tourists want to enjoy their drinks, small businesses will struggle,” one operator said.
