When it is too early to sleep, visitors have plenty of choices in Thailand other than heading back to the hotel.
The night-time economy, meaning activities from 6pm to 6am, have always been an important part of tourism expenditure in Thailand.
Nightclubs and bars are estimated to generate around US$5.5 billion (194 billion baht) per year in the country, contributing about 1% of GDP. Shopping malls in downtown Bangkok close much later than those in Europe, while several night markets installed "Instagrammable" lights and created entertainment activities to lure both domestic and foreign tourists.
The Tourism Authority of Thailand (TAT) forecasts the tourism industry to generate revenue in 2023 of 80% of the amount posted in 2019.
The revival has prompted bar owners, river cruise operators and stargazing tours to accommodate night-time tourism demand and seek more support from state authorities to strengthen their business.
OBSOLETE REGULATIONS
Chiang Mai is well-known not only for its cultural heritage and natural landscape, but also its nightlife, with bustling tourism areas such as Nimmanhaemin Road and the Night Bazaar.
Tanit Choomsang, president of the Chiang Mai Restaurant and Bistro Association, said 80% of local restaurants and bars have resumed their operations after the pandemic, attributed to higher confidence in tourism growth.
However, operators still face obsolete regulations that have impeded business for years, such as early closing times and restrictions on alcohol sales, said Mr Tanit.
Most bars and entertainment venues are allowed to serve until midnight, while venues with entertainment licence can stay open until 1am.
He said only about 20 venues out of 7,000 to 8,000 in Chiang Mai have a licence under the Entertainment Place Act of 1966. The law requires entertainment businesses to be located in a designated zone. For Chiang Mai, that zone is the ring road outside the city.
This area is considered unfavourable for investors because tourists prefer the city centre, said Mr Tanit.
In order to serve alcohol to customers, most venues register as a "business type similar to an entertainment venue", as defined by the National Council for Peace and Order since 2015.
He said this loophole results in many operators trying to bribe government officials to stay open until late at night.
The Alcoholic Beverage Control Act prohibits alcohol sales from 2pm to 5pm, which sometimes confuses foreign tourists, said Mr Tanit.
He said the new draft act could lead to more head-scratching for operators as it limits drinking to the hours sales are permitted. For example, customers cannot sit and drink after midnight, even if they already paid their bills.
To remain competitive in tourism, Mr Tanit said the new government should immediately adjust these regulations to better meet demand and consumption behaviour.
He agrees with the Tourism and Sports Ministry's plan to extend opening hours of entertainment venues to 4am in certain areas.
According to the ministry's case study of Bangla Walking Street in Phuket, extended opening hours would increase spending by at least 70 million baht per day.
If Chiang Mai is included in a future proposal, Mr Tanit said venues in the province would prefer to open until 2am, as the inner city is surrounded by local households and temples.
Tourists throng Wua Lai Walking Street, a Saturday night market in Chiang Mai.
FAMILY NIGHT
Thanet Supornsahasrungsi, former president of the Chon Buri Tourism Council, said tourists coming to Pattaya after the pandemic have shifted to smaller groups and families, especially from Russia.
"There are less tourists visiting night entertainment venues in Pattaya. Many operators have to adjust their services to serve the new trend," said Mr Thanet.
For example, Grande Centre Point Pattaya specifically focuses on families, with rooms designed for groups, a water park and a game room in one hotel, he said.
The Pattaya Firework Festival has proved another successful event in attracting both domestic and overseas tourists, helping hotels of all types to reach full occupancy, said Mr Thanet.
Concerts and music festivals are also rebounding with large audiences, particularly domestic travellers following their favourite Thai artists, he said.
Mr Thanet said Pattaya could generate even more income if it attracts more massive events featuring international artists, as well as lighting decorations, drone light shows and fountain light shows. These activities help increase length of stay and revenue, while convincing tourists Pattaya is now a family-friendly destination, he said.
The image of Pattaya as a red light district is subsiding as the mix of visitors shifts, said Mr Thanet. Yet sturdy demand for massage parlours and go-go bars remains, meaning policies legalising or offering social and economic rights to sex workers could help regulate the industry, he said.
Legalising gambling for foreigners could also support night tourism, assuming there are strict regulations for effective management, said Mr Thanet.
The cabinet approved entertainment venues operating 24 hours a day inside the Eastern Economic Corridor's (EEC) airport city, but this is a long-term project that is not currently affecting tourism, he said. Mr Thanet said it remains a challenge to draw foreign tourists and investors to the EEC area.
LOOK TO THE SKIES
For those tired of neon lights and buzzing nightlife, stargazing is becoming a trend for both nature lovers and people seeking new experiences after the pandemic.
The National Astronomical Research Institute of Thailand (Narit) recently announced 18 new stargazing locations designated as "dark sky reserves" this year, bringing the total to 30 certified locations nationwide.
The project aims to promote astronomy tourism alongside the TAT.
Six of the sites are located in Nakhon Ratchasima, including vineyards as well as Khao Yai National Park.
Panchana Vatanasathien, president of Khao Yai Tourism Association, said dark sky tourism helps generate additional revenue for the sites through creative activities. This trend could attract a broader segment, not only professional and amateur stargazers as in the past, she said.
At golf courses and wineries, stargazing programmes could increase business revenue, said Ms Panchana.
The association recently signed a memorandum of understanding with Narit and partners in the province to improve the provincial economy through stargazing tours. She said as more operators become aware of stargazing opportunities, they want to convert their sites to arrange related activities.
Ms Panchana said these activities encourage sustainable tourism practices, as the locations must completely cut off light pollution so as not to disturb both people and animals, allowing stargazing with the naked eye.
According to Narit, certified areas must have personnel who can provide basic astronomical knowledge to tourists. They must also be equipped with basic facilities such as restrooms or accommodation.
The average cost of a stargazing trip at Khao Yai National Park is 2,000 to 3,000 baht for 1-2 nights.
"If Thailand wants to position itself as a night sky destination, in the same manner as northern light tourism in Europe, the authorities have do more marketing," she said.
"They should invite more places to be certified as dark sky reserves, as there are plenty of potential destinations in the North and Northeast."
In addition, improving convenient public transport to observation sites such as Khao Yai is necessary to manage the flow of tourists, said Ms Panchana.
The National Astronomical Research Institute of Thailand recently announced 18 new stargazing locations designated as 'dark sky reserves' this year.
NIGHT CRUISES
"A Bangkok tourism highlight is the night views along the Chao Phraya River, with buildings along the riverside, temples and bridges all lit up," said Poowadee Kunpalin, managing director of Chaophraya Cruise, a river cruise operator.
The river is also home to festive events, including Loy Kratong and the New Year's countdown.
Ms Poowadee said river cruise packages have become popular with domestic tourists since the pandemic, as more Thais seek alternative experiences in the city without travelling abroad.
The percentage of domestic customers for the cruise is 30%, compared with 10% before the pandemic, she said.
More than 10 cruise operators ply the river, with several of them upbeat about growing demand, especially for the upcoming high season.
Chaophraya Cruise operates one cruise trip daily at the moment, with a few additional rentals from time to time, said Ms Poowadee.
The company aims to ensure high-quality service and a valuable experience with a wide range of buffets and Thai-style boat decorations, she said. Ms Poowadee said the government should help formulate an annual plan to promote riverside activities to help tourists plan their activities in advance.
As the tourism industry has yet to fully recover, most operators are earning lower revenues than in 2019.
Chaophraya Cruise expects to earn a profit in 1-2 years as this business still faces competition from unlicensed tour boats and ferries, she said.
