Allowing people to play until 4 am boosted Thailand's tourism revenue by 44%.

In December, Thailand's tourism revenue increased by 44% year-on-year to $1.6 billion, partly due to allowing tourists to enjoy longer nightlife hours.

From December 15, 2023, the Thai cabinet allowed bars, nightclubs, and entertainment venues to stay open until 4 am instead of 2 am as before. This policy was applied to five popular destinations: Bangkok, Phuket, Koh Samui, Pattaya, and Chiang Mai. The new strategy has led thousands of tourists to stay longer and spend significantly more, according to Thai government spokesperson Chai Watcharong.

Thailand earned 54.4 billion baht (US$1.6 billion) from tourism in December, a 44% increase year-on-year, according to the Ministry of Tourism and Sports . Sanga Ruangwattanakul, chairman of the Khaosan Business Association, a popular nightlife spot in Bangkok, said the government's decision to allow businesses to stay open until 4 a.m. has greatly supported tourism at the end of the year.

International tourists on Khaosan Road, a district famous for its nightlife in Bangkok. Photo: Nikkei Asia — International tourists on Khaosan Road, a district famous for its nightlife in Bangkok. Photo: *Nikkei Asia*

Phuket Governor Sophon Suwannarat said the coastal town has become more vibrant and its nightlife more lively thanks to the return of tourists. Around 50,000 visitors have recently arrived on the island on over 300 flights a day, especially during the New Year period.

"We expect Phuket to earn 300 billion baht (nearly $8.6 billion) this year, almost matching the revenue from tourism before the pandemic," said Suwannarat.

In the coastal city of Pattaya, hotels reached 90% occupancy as more than 320,000 tourists flocked to New Year's Eve and New Year's celebrations. They spent approximately 2.6 billion baht (US$742 million) on the occasion. Mayor Poramet Ngampichet said that staying open until 4 am helped boost revenue at bars and entertainment venues by 50% during the holiday season.

Thai officials say extended nighttime hours could help sustain tourism growth, especially during the Lunar New Year holiday. This period coincides with long holiday periods in several Asian countries such as China and Vietnam. Thailand hopes the new policy will strongly attract Chinese tourists.

An official from the Tourism Authority of Thailand (TAT) said they expect to attract more tourists from Hong Kong, Taiwan, Singapore, and Malaysia to compensate for the shortfall in traditional visitors from mainland China.

Thailand relies heavily on tourism, with the industry contributing 18% of its GDP. Following the pandemic, the government has taken several steps to revive and support tourism businesses. The latest move is a long-term bilateral visa waiver with China.

In 2023, Thailand welcomed 28 million international tourists, achieving its target. The five largest source markets for tourists to Thailand were Malaysia (4.4 million), China (3.4 million), South Korea (1.6 million), India (1.5 million), and Russia (1.4 million). However, the figure of 28 million is still significantly lower than the 39.8 million international tourists in 2019.

( By Anh Minh , according to Nikkei Asia )

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