Public Health Minister Cholnan Srikaew intends to ask the government's alcohol control committee to discuss an appeal by the Thai Alcohol Beverage Business Association (TABBA) to revoke the rule that restricts the sale of alcohol between the hours of 2pm and 5pm.
The afternoon ban on booze is not strictly a part of the Alcoholic Beverage Control Act but was implemented by a coup-maker in 1972.
Cholnan said: "The committee would have to find out if it agrees the 2pm-5pm alcohol sale ban has to go for the sake of the government's tourism promotion policy."
If TABBA's appeal is approved by the alcohol beverage control panel, a final decision will have to be made by the national alcohol policy committee - typically headed by the Prime Minister or a deputy.
Should the cancellation ban be endorsed, the sale of alcoholic drinks during the afternoon hours will be permitted.
The ban could potentially be lifted in time for the annual Songkran festival in early April, a source says, but stricter measures could be needed to safeguard those from the potential problems of lifting the restrictions.
TABBA adviser Thanakom Kuptajit suggested last week that regulations allowing entertainment businesses in Bangkok, Phuket and Chon Buri to extend their opening hours until 4am haven't been particularly beneficial due to the afternoon ban on alcohol.
He said: "Regulations that set back tourism or aren't necessary should be adjusted to bring them in line with the government's tourism promotion. This alcohol sale ban is one of those regulations."