Until a few years ago, Amsterdam’s coffee shops were the go-to destination for worry-free cannabis experiences. Now, fueled by legalization efforts and a growing cultural acceptance of cannabis, other countries and cities have popped up on the weed travel map. So much so that a new, multi-billion dollar niche within the travel industry emerged.
But contrary to what most would think, cannabis tourism isn’t just about traveling to get high. It’s about creating immersive experiences that educate and entertain, all while integrating cannabis into the mix. It’s also about breaking stereotypes and exploring local cultures from a different perspective.
Cannabis Tourism Hotspots
If cannabis tourism is a thing, it is thanks to legalization. In the US, 19 states (plus Washington D.C.) have legalized recreational cannabis use for adults. As a result, there has been an uptick in tourism across the board and, consequently, a rise in opportunities.
For instance, Colorado, the first US state to allow recreational cannabis in 2012, has seen a dramatic growth in tourism revenue, with Denver reporting a 4.7% increase in hotel occupancy rates directly linked to cannabis tourism. Visitors often come to experience the city’s thriving cannabis scene, known for a variety of cannabis-infused activities like yoga classes and painting sessions. But also to join cannabis retreats in the Rocky Mountains, where they go on guided hikes as well as partake in cannabis-themed outdoor cooking classes.
California continues to pioneer cannabis culture and tourism. Los Angeles and San Francisco’s dynamic scene of cannabis cafes and social lounges is complemented by the wine country’s specialty: Weed & Wine tours. But other West Coast cities don’t fall behind. Portland has become renowned for its high-quality dispensaries with sustainably grown marijuana, while Seattle’s cannabis-friendly activities, like the Cannabus, have put the city on the [weed] map.
Moving inland to Nevada, those visiting t Las Vegas can now enjoy a unique blend of entertainment and cannabis culture. Over the last couple of years, the city has become a hotspot for cannabis tourists; largely due to its glitzy cannabis-friendly lounges, but mainly for the Planet 13 superstore — one of the largest cannabis dispensaries in the world.
Further north, Detroit and Ann Arbor are heading Michigan’s cannabis tourism industry: the first with several new dispensaries and consumption lounges popping up, the latter with a range of cannabis-related activities and events, such as the annual Hash Bash festival. Just around the corner in Illinois, the city of Chicago began capitalizing on cannabis tourism after legalization in 2020, launching events like the Chicago Cannabis Expo to boost its reputation as a cannabis destination.
As the first state on the East Coast to legalize recreational cannabis, Massachusetts has seen a surge in cannabis tourism. Boston offers a mix of historical tours and cannabis experiences, while towns like Northampton and Great Barrington have become cannabis-friendly destinations with numerous dispensaries and cannabis-themed events.
Meanwhile, in Canada, where recreational cannabis became legal in 2018, cities like Toronto and Vancouver have become major cannabis tourism hubs, with more dispensaries and cafes popping up. As for Europe, while full legalization is uncommon, countries like Spain, Portugal, and the Netherlands have decriminalized cannabis possession, making them more attractive to cannabis tourists.
Canna-cribs and Buds & Breakfasts
One of the first things cannabis tourists look for is a place to stay where they can smoke freely and comfortably. Naturally, this demand has led to the rise of cannabis-friendly (aka 420) accommodations — from hotels and B&Bs that allow smoking on balconies or in designated areas to fully cannabis-themed resorts.
Bud and Breakfast, a popular website that helps travelers find cannabis-friendly lodging, lists properties with amenities such as vaporizers, rolling papers, and even cannabis-infused meals. More than just a place to stay, though, these accommodations offer a sense of community and acceptance — which is a significant draw for cannabis enthusiasts.
Cannabis Tours & Experiences
Indeed, a sense of community is something many cannabis tourists seek in their travels; another is immersive experiences. That’s how cannabis tours have become a staple in regions where the plant is legal. Often featuring visits to dispensaries, grow operations, and even museums, they teach tourists about the cultivation, history, and science of cannabis.
In Colorado, companies like My 420 Tours offer a variety of experiences, from grow house tours to cooking classes where participants can learn to make cannabis-infused dishes. Meanwhile, in California’s wine country, tourists can enjoy “wine and weed” tours that combine vineyard visits with cannabis tastings.
Social Lounges & Cannabis Cafes
Another huge part of cannabis tourism is the social lounge or cannabis café. In a similar vibe to regular bars and coffee shops, these venues offer a place for people to consume cannabis safely and legally, which is particularly appealing to tourists who are not on a cannabis trip but are looking for a worry-free place to smoke or vape.
When it comes to cannabis cafes, Amsterdam has long been the holy grail: cozy establishments with a full menu of food, drinks, and a variety of cannabis products for consumption on-site. Still, cities are quickly catching up. In Los Angeles, for example, the Original Cannabis Café made headlines as the world’s first legal cannabis restaurant.
The Impact of Cannabis Tourism on Traditional Tourism
Beyond setting a trend, the rise of cannabis tourism has shaken things up in the traditional travel industry, to the point where some destinations are actively promoting themselves as cannabis-friendly havens. Some worry that this surge may overshadow local cultural and historical offerings. But in general, the consequences are mostly positive — especially for the economy.
Firstly, legal cannabis sales generate lots of tax revenue for local governments, which can then be used to fund things like education, infrastructure development, and social programs. This flow of income would be welcome anywhere, but especially in smaller towns and communities that may have struggled to attract traditional tourism.
On top of the revenue generated by cannabis sales, the influx of green travelers also brings money to other sectors, including lodging, dining, and entertainment. A clear example of this impact was shown in a 2019 report by the Colorado Tourism Office, which found that cannabis was a motivator for nearly 25% of the state’s visitors that year.
It is also worth highlighting that cannabis tourists tend to spend more money than the average visitor. That is both because of the high cost of cannabis products and activities and the tendency these tourists have to indulge in other local attractions and experiences. The point is, that the more a visitor spends, the better for the destination.
But the impact goes beyond just numbers. A subtler way in which cannabis tourism is benefiting communities is by complementing cannabis-related experiences with traditional tourist activities like skiing, hiking, and sightseeing. This diversification attracts a wider range of tourists — including those who might not have considered visiting the area otherwise.
That said, while promising, the growth of cannabis tourism is not without its challenges. Legal and regulatory issues (in the US cannabis remains illegal at the federal level), public perception and acceptance, responsible consumption — many are the factors local governments and communities must deal with to ensure a sustainable future for the sector.
A Budding Travel Trend
Speaking of the future, there seems to be plenty in store for cannabis-centric travel experiences. As more countries and regions legalize cannabis, we can expect new cannabis tourism hotspots to emerge. And as research on its wellness benefits also expands, it might not be long before yoga retreats and spas incorporate cannabis in their offerings.
Some experts from Home Grown Cannabis also argue that technology will play a significant role in the evolution of cannabis tourism. Think apps that help tourists organize their cannabis trip and learn about local laws and regulations, or virtual reality (VR) experiences that allow people to explore cannabis farms and dispensaries from the comfort of their homes.
Only time will tell how these initiatives develop. Still, one thing is certain: the potential for growth and innovation in the cannabis tourism sector is huge, and at least for the next few years, it will no doubt expand, attracting new visitors and creating vibrant, inclusive travel experiences.
