For decades, Amsterdam was the hot pot spot for travelers wanting to partake in smoking marijuana while on holiday. In 2012, Colorado and Washington became the first U.S. states to legalize marijuana for recreational use. Recreational cannabis sales started in 2014 and cannabis travel lit up.

More than a decade later, this budding travel market is on the rise as more and more Americans are supportive of legalizing marijuana. Some 70% of Americans think marijuana use should be legal, according to a Gallup poll.

Some 37% of all active leisure travelers in the United States have an affinity for cannabis experiences, with Gen Z and millennial travelers leading the way, according to a survey by MMGY Travel Intelligence and Applegarth Strategies. Approximately 70% of Gen Z travelers are interested in at least one cannabis experience while on vacation and are choosing destinations that offer that.

Recreational marijuana use is legal in 24 stat es and the District of Columbia — that’s almost 50% of the US! Here's how Destination Marketing Organizations (DMOs) can tap into this growing cannabis travel trend in the top 420 states in the US.

Embracing the High Life: The Rise of Cannabis Tourism

As American attitudes toward cannabis have become more supportive, so has the tourism industry. While travelers still can't get on a plane or take a cross-country road trip with weed (Marijuana remains illegal at the federal level in the U.S.), they can find ganja getaways to live the high life.

Cannabis tourism has been marketed as a form of experiential travel as well as wellness travel. Those who take these toke-worthy trips are seeking an authentic experience and a connection to the destination and its people. In fact, some experts predict that cannabis tourism could be the next big trend in travel.

“The new modern-day cannabis experience suite is unlocking a new era of travel centered around well-being”, shares Brian Applegarth, the founder of the Cannabis Travel Association. “It’s a travel trend that reaches across both leisure and medical travel” he explains.

What constitutes cannabis tourism varies widely, from "bud & breakfasts" that offer 420-friendly boutique experiences to cannabis concierges like The Lexi in Las Vegas, Nevada, and Cannabis Cafe, the world's first cannabis restaurant in West Hollywood, California, to Colorado Cannabis Tours offering grow and dispensary tours that include transportation in a pot-friendly party bus and a glass blowing demonstration to see how pipes are made.

States with legal recreational use have seen a significant boost in their tourism industry. Colorado, one of the first states to legalize recreational marijuana, has experienced an increase in visitors since 2014. The state even launched a campaign called "Come to Colorado" to attract tourists looking for a cannabis-friendly vacation.

But it's not just about smoking weed - cannabis tourism also includes activities such as farm tours, cooking classes, and educational workshops. Many tour companies offer unique experiences that allow travelers to learn about the cultivation and production of cannabis while also enjoying its effects. Aside from boosting the economy through increased tourism revenue, legalization of cannabis has also created job opportunities in these states.

Trends Shaping Cannabis Tourism

As cannabis tourism evolves, there is an opportunity for to cultivate a new kind of buzz as part of your destination marketing strategies and attract 420 seekers in this budding industry. To put it bluntly, some DMOs may be hesitant to align with or promote cannabis tourism. It’s time to let that fear go up in smoke, as now is the time to dominate this budding tourism sector. DMOs can start by embracing current cannabis trends and blazing their own trail in this thriving market. Current cannabis trends include:

Effect Pairing

Cannabis is increasingly seen as a sensory stimulating aperitif to effect pair with travel activities. For example, certain types of cannabis cultivars and products stimulate appetite and accentuate flavor, taste and texture, while others provoke deep thought and amplify color, shapes and interpretation. Effect Pairing is the pairing of specific cannabis effects with travel experiences to intentionally elevate that experience, be it a Michelin-star meal or a mural art walk.

Experiential Travel and Wellness

Today's travelers crave experiences that align with their lifestyle and values. Cannabis tourism offers just that, with farm-to-table dining experiences, wellness retreats, and educational dispensary tours that highlight sustainable practices. Adding to this, Agri-tourism is also on the rise, where visitors can immerse themselves hands-on in farms, truly connecting with the earth and gaining a deep appreciation for the cultivation processes.

Luxury Experiences

Gone are the days of secretive consumption. Today, travelers can revel in luxurious cannabis experiences, from sophisticated cannabis-friendly bars and lounges to indulgent spa treatments infused with cannabis and hemp, all curated by knowledgeable cannabis concierges. Lounges of all kinds, including those that cater specifically to cannabis users, offer refined spaces for relaxation and socialization.

Events and Festivals

Cannabis-centric events are becoming major draws for tourists, offering everything from music and food to education and networking opportunities.

Cultural Travel

An emerging trend is the exploration of cannabis within cultural contexts, such as The Cannabis Trail. This experience offers interactive storytelling through cultural landmarks, highlighting the deep cultural heritage of the regions known for cannabis cultivation and craft. Such educational experiences are crucial for delivering knowledge of place and elevating the overall travel experience.

By expanding their offerings to include these diverse aspects of cannabis tourism, DMOs can attract a wide range of tourists interested in exploring this dynamic industry in culturally rich and immersive ways.

Exemplary Cannabis Experiences to Inspire Destination Marketers

Seeker has curated a variety of cannabis-friendly experiences. Destination marketers can follow suit by showcasing similar experiences in their regions. Here are some top cannabis offerings to ignite inspiration for DMOs seeking partnerships with local 420-friendly establishments.

The O Spa + Resort in Palm Springs, California, embraces a holistic approach to relaxation and cannabis use. The spa includes treatments that incorporate CBD oil and the pot-friendly property welcomes cannabis users with natural mineral springs, luxurious amenities, and discreet cannabis room service.

Wake-N-Bakery in Chicago is a cannabis-infused bakery and coffee shop. The 420-friendly pot spot serves THC-infused coffees, teas, and lemonades, plus fresh baked THC edibles made with Federally Legal hemp-derived Delta9 THC.

Mountain Views Tree House B&B Retreat in Monroe, Washington, offers cannabis-friendly glamping one hour northeast of Seattle. Get high in one of four treehouses on a bucolic farm that includes a horse named Buddy and two alpacas named Bong and Dab.

Destination Marketing Organizations (DMOs) that are Leading the Way in Cannabis Tourism

You don't have to be a top U.S. city for cannabis-friendly vacations to promote weed-friendly experiences in your destination. Several Destination Marketing Organizations (DMOs) are bravely setting the standard for how to market cannabis tourism effectively, even when it's done discreetly. By focusing on education, compliance, and community engagement, these organizations are not just attracting tourists; they're providing a service to visitors.

These DMOs are making sure to educate visitors on the laws and regulations for legally partaking in recreational marijuana at their destination. It's high time your DMO joined them in educating your cannabis-curious visitors. Here's some inspiration:

Oakland, California stands out as a leader in the cannabis movement, boasting institutions like Oaksterdam University, the world's first cannabis college. The city's official tourism site, Visit Oakland, features a cannabis trail on its homepage and frequently highlights local dispensaries, lounges and events. These include cannabis-infused culinary experiences and educational workshops, showcasing Oakland's commitment to integrating cannabis into both its cultural and educational landscapes.

Travel Santa Ana, is at the forefront of cannabis tourism, providing a model for destination marketers. As Orange County's first city to legalize recreational cannabis, it boasts a diverse array of dispensaries and cannabis-centered experiences, such as guided tours and gourmet dining with cannabis-infused options. This integration of cannabis into tourism not only draws visitors but also stimulates economic growth, showcasing Santa Ana's innovative approach to embracing and capitalizing on cannabis culture.

San Francisco Travel is leading the charge in cannabis tourism with its rich history and progressive stance on cannabis. The city offers an array of cannabis-related activities, from boutique dispensaries to cannabis cooking classes and wellness retreats featuring yoga and meditation. These initiatives not only attract tourists but also enhance the city's eclectic and inclusive reputation, setting an example for how destinations can integrate cannabis into their cultural and economic landscapes.

Visit Mendocino County is at the forefront of embracing cannabis tourism with the introduction of The Cannabis Trail. This pioneering experience invites cannabis aficionados to explore the heart of California’s rich cannabis culture. Traversing the scenic landscapes of northern California, The Cannabis Trail offers travelers a unique journey through a network of landmarks that highlight the historical, cultivation, and cultural aspects of cannabis. This thoughtfully curated adventure allows visitors to delve deep into the plant’s journey from seed to consumption, providing a comprehensive look at the local cannabis industry. Through this initiative, Visit Mendocino County not only promotes a deeper understanding of cannabis but also integrates it as a vital part of the region's tourism appeal, attracting visitors eager for a holistic and enlightening experience.

Visit Modesto is innovating in cannabis tourism with its unique Cannabis Passport program. This initiative guides tourists through a curated journey of local dispensaries, offering special promotions and educational experiences. By integrating cannabis tourism with a passport-style checklist, Modesto not only attracts visitors but also educates them on the benefits and uses of cannabis, enhancing both tourism and local business engagement. This approach positions Modesto as a trailblazer in blending tourism with cannabis culture.

Designing Your Cannabis Tourism Marketing Strategy

Getting Started

If you are a destination that has a vibrant visitor economy and a legal cannabis industry, then cannabis tourism is part of your world and brand, whether you like it or not. Get out in front of it and invest in understanding the opportunity. If you don’t know how to start, download a Canna-Starter Kit for Destinations from Applegarth Strategies to help you strategically navigate the process.

Identify Your Audience

Knowing your audience is essential to designing any marketing strategy. Differentiate your approach for locals seeking cannabis experiences and cannabis-curious travelers exploring your locale for the first time. Cater your marketing to meet their specific interests and needs. Today's 420 enthusiasts come from diverse backgrounds with interests spanning wellness, adventure, cultural exploration, sustainability and so much more. Understanding this diverse spectrum enables you to tailor offerings that appeal to their multifaceted preferences.

Inventory Your 420-Friendly Offerings

Assess and inventory all cannabis-friendly amenities available in your destination, ranging from distinctive dispensaries featuring budtenders to immersive and educational cannabis tours. Additionally, consider spas and hotels tailored to cater to cannabis connoisseurs, offering specialized treatments infused with CBD or THC, as well as curated experiences such as cannabis-infused cooking classes or yoga sessions. Furthermore, look into cannabis-friendly dining establishments serving gourmet meals with cannabis-infused ingredients, or entertainment venues hosting cannabis-friendly events and social gatherings. If you don’t currently have robust offerings, consider working with your 420-curious partners to develop unique experiences.

Develop Cannabis Content and Visitor Resources

Create a dedicated microsite for your cannabis offerings, such as this one by San Francisco Travel. Craft comprehensive guides and digital passports showcasing the best cannabis experiences in your area and offering incentives to participate. Be sure your guides are mobile-ready and provide on-the-go access to them with QR codes throughout your destination.

Explore empowers destinations to create interactive and mobile-friendly guides in minutes. And now with built-in Generative AI, Explore can output trails, trip itineraries, and curated maps instantly that are ready for on-the-go usage.

Looking for 420-guide inspo? Here are some examples from the Seeker community:

By collaborating with local businesses and leveraging the Explore platform, you can create engaging guides that cater to cannabis connoisseurs. Partner with cannabis businesses to curate comprehensive guides such as "Top Cannabis Cafes" and "Where to get CBD-infused Edibles," showcasing the best experiences your destination has to offer. This strategic approach will help position your destination as a must-visit location for cannabis enthusiasts.

Leverage Technology to Drive Engagement and Generate First-Party Data

Boost impact, engagement, and buzz surrounding your trail by incorporating gamification. Utilize tools such as Explore Challenges to incentivize participants to check in at locations within your curated trail, offering digital badges, discounts, and rewards as incentives. Features like Leaderboards and Photo Feeds foster a sense of friendly competition and community among participants, which can be particularly effective when targeting niche audiences, such as cannabis enthusiasts. Furthermore, Challenges facilitate the generation of first-party data, empowering destinations to segment their audience lists and precisely target cannabis-related content to the appropriate audiences.

Another effective way to collect valuable insights and drive engagement from cannabis enthusiasts is by integrating an interactive trip planning tool on your website to assist visitors in discovering tailored recommendations. The Explore AI Trip Planner, easily installable with no code required, delivers personalized suggestions on demand. Provide a selection of activities for visitors to choose from, including cannabis-friendly options. This not only enables targeted delivery of cannabis-related content to the appropriate audience at the opportune moment but also provides your destination with valuable insights into the interests of prospective visitors.

Launch a Targeted Advertising Campaign

Launch a targeted advertising campaign to promote your cannabis-friendly destination. Highlight the unique cannabis activities available and leverage multimedia storytelling and influencer partnerships to showcase what sets your destination apart. Consider launching the campaign around weed-friendly holidays to maximize its impact and reach. Leverage data collected at events and through visitor technology, like Explore, to build lookalike audiences and target the right audience effectively. Additionally, collaborate with local cannabis businesses and organizations to amplify your campaign's reach and authenticity within the cannabis community. By strategically aligning your messaging with relevant events and leveraging data-driven insights, you can ensure that your advertising efforts resonate with potential visitors seeking a cannabis-friendly destination experience, without diluting your other offerings or audiences.

Emphasize Compliance and Safety

Responsible marketing should include the basics about the laws and regulations at your destination, practical tips, and a reminder to consume responsibly and safely. Include information about the legal age for consumption, public use restrictions, and resources for responsible consumption. You can also partner with local law enforcement to provide safety tips and educate visitors on the laws in your area.

In addition, it's important to emphasize compliance with all regulations related to cannabis tourism. This includes ensuring that businesses are legally licensed and following all necessary protocols for cultivation, distribution, and sales. By promoting a responsible and compliant approach to cannabis tourism, you can help combat negative stereotypes and promote a positive image of your destination.

The High Road: Navigating the Future of Cannabis-Friendly Travel

The cannabis industry is projected to be worth $90 billion by 2026, according to Cannabis Tourism: Opportunities, Issues & Strategies, a survey conducted by marketing company MMGY Travel Intelligence and cannabis consultancy Applegarth Strategies.

The potential for growth in cannabis tourism is immense. By embracing this growing trend now, destination marketers are getting in during the early years of this lucrative and popular travel sector that is currently on a high.

The Definitive Guide to Cannabis Tourism for Destination Marketers