Cannabis Tourism Is Soaring — Here’s an Inside Look

Cannabis tourism—also known as weed tourism— is defined as leisure travel done for indulging in cannabis use in areas where it is legal. It is becoming popular mainly because it exists now. This indulgence-motivated tourism is not exclusive to the cannabis industry. In the wine industry, for example, people travel all over the world to explore vineyards in a specific region, partake in wine tastings, and learn about the production process. Similarly, cannabis-motivated tourists also travel to different places enjoy and learn more about marijuana.

Before Colorado legalized recreational cannabis in 2012, the places you could go to for legal weed were few and far between, and often required a medical card or passport as is the case with Amsterdam.

However, in the past decade, the movement to legalize cannabis has spread successfully to nearly half of the U.S. states. This made it easier than ever to become cannabis tourists without needing to go international.

Cannabis legalization has created 24 individual recreational marijuana markets, each with its own brands, companies, and product offerings. These dynamics mean that visitors have an incredibly wide range of products to choose from and multiple options of where to get them as offerings change by state.

Now that cannabis culture no longer needs to be hidden, visitors can immerse themselves in it. Canna enthusiasts can explore huge varieties of flower strains, enjoy endless offerings of edibles, savor cannabis beverages in bars, and much more. Additionally, there are cannabis-friendly events to attend, hemp farms to tour, infused beverages on tap, and many other experiences to enjoy.

Tourism is a cornerstone of the economy of many states — you only have to look at the budgets of state tourism offices to know how important it is. In addition to the state level, many states also have local or regional tourism offices that exist in order to market the destination to travelers.

And weed tourism is a big deal—financially. In 2023, the global cannabis tourism market size was estimated at $10.23 billion with the U.S. accounting for the largest revenue share of over 50%. Much of this number comes from what is spent directly at dispensaries and the taxes garnered there. It also includes cannabis-friendly events, hotels, tours, and more. Additionally, favorable regulations for cannabis cultivation in major producing states such as California, Colorado, Nevada, Oregon, Florida, and Washington, along with the legalization of recreational marijuana, contribute to the dominance of the U.S. market.

The significant economic impact of cannabis tourism in states where it is legal has led to increased tax revenue. This revenue is supporting jobs in the cannabis industry, as well as in other industries that cater to cannabis tourists. In short, legal cannabis and weed tourism is a boon for economies.

Cannabis tourism is a huge opportunity for legal states—if the associated risks are mitigated correctly.

Potential challenges for marijuana tourism include:

• Regulations. A cannabis tourism business may be ancillary or plant-touching and must understand the state and local regulations. This can be confusing in an emerging industry, especially for new kinds of businesses that the regulations weren’t made for, like cannabis tours. However, compliance is a must in order to set yourself up for long-term success.
• Negative stigma. Despite the growth of legalization, the stigma surrounding cannabis has not and will not go away overnight. Some people may not be happy about a hotel turning 420-friendly or a new cannabis BNB opening up and could even campaign against them, hindering the growth of cannabis tourism in the area.
• Lack of awareness. Adult use has been around for little more than a decade, and there are still many people who don’t know you can travel to access cannabis. Additionally, many destinations are reluctant to advertise the change in marijuana laws which results in a recipe for confusion around the cannabis plant.

Although coffee shops in Amsterdam are the original hub of cannabis travel, many states in the U.S. are rising in popularity for plant-loving travelers.

1. California

California is the largest legal cannabis market anywhere in the world and home to the famous Emerald Triangle. With over 3,600 dispensaries across the state, visitors have plenty of opportunities to explore cannabis culture and immerse themselves in the region where the plant was perfected.

Oakland, in particular, is a special place where enthusiasts can enjoy the most the state has to offer when it comes to cannabis. Also referred to as “Oaksterdam”, the city has pot-friendly coffee shops, growing equipment stores, and even a cannabis college called “Oaksterdam University.”

There is also the Oakland Cannabis Trail which offers a curated trip through Oakland’s premium cannabis retail shops, recommended food spots, and sensory attractions covering art, nature, and cultural experiences.

2. Colorado

Colorado wins the title of “the first state to legalize recreational cannabis” by a hair, and the mile-high city is considered by many as a must-visit for cannabis lovers.

Denver is easily one of the most stoner-friendly spots, with 420-themed tours, weed-themed classes (“puff and paint” and “sushi and joint rolling” are two unique offerings), and many more weed-themed vacation activities. And, yes, visitors can easily find a smoking-friendly rental property to stay at.

Boulder is also an iconic destination when it comes to cannabis tourism and is perfect for those who want to experience cannabis culture at its finest but in a much smaller, chiller, and sunnier package. The Farm, Helping Hands, Fresh Baked, and The Village Green Society are some of the town’s most legendary and beloved dispensaries which offer a more personal and curated experience when it comes to finding the right buzz for you. Other activities include ganja yoga classes, cannabis-infused massages, and full-on weed tours.

3. Nevada

Cannabis has been legal in Sin City since 2017, but smoking in public is illegal—discouraging to a canna tourist staying in a hotel who wants to smoke weed. But the cannabis tourism industry grew alongside the larger industry and in 2022, consumption lounges were legalized, opening a new door for potential cannabis tourism with designated private spaces for cannabis use.

Las Vegas is also home to Planet 13, the largest dispensary in the world—a surefire tourist attraction and a boon to statewide cannabis sales. This 112,000-square-foot is a cannabis enthusiast’s dream come true. It’s open 24/7 and boasts one of the most detailed menus on the West Coast. The city also has 420 bus tours, puff and paint sessions, cannabis pastry classes, and a chicken joint that offers CBD-laced sauces on some of America’s best wings.

4. Oregon

Some destinations lean into cannabis tourism more than others. Travel Portland’s website features a cannabis page explaining the basics of cannabis laws to tourists and offers a guide on finding locally made products and legal consumption areas. The state’s official destination marketing agency, Travel Oregon also has a Cannabis 101 blog, answering FAQs about weed legality in Oregon.

In addition to these helpful resources, Portland, the heart of Oregon, has a thriving cannabis scene that serves both locals and tourists. The city features a wide range of dispensaries offering unique strains, edibles, and topicals that cater to different consumer preferences.

Portland is also home to a thriving community of cannabis events and gatherings, including workshops, conferences, cannabis-themed festivals, and social clubs. With the continued development of the industry, it’s no surprise that the state has paved the way for innovative cannabis-related businesses such as tourism agencies and cannabis-friendly accommodations.

5. Canada

As the first country to nationally legalize recreational use, Canada is a marijuana lover’s dream destination. In 2022, the cannabis industry contributed $43.5 billion to Canada’s GDP and generated approximately $15.1 billion in tax revenue. Additionally, a study from 2022 declared that the country could become “the Napa Valley of Cannabis” with the right efforts.

Vancouver—also known as Vansterdam—is a nature-centric city with a distinct cannabis presence. Weed has been culturally accepted in this city since the 1970s and dispensaries have been appearing as early as the late 90s. Some of the oldest dispensaries are located near the Amsterdam Cafe (New Amsterdam Cafe), an iconic place where you can smoke weed as long as you purchase some food or a drink. Every April 20 (“420”), Vancouver hosts a 4/20 Cannabis Protest Festival where hundreds of thousands of people gather to celebrate cannabis and create a safe space for community cannabis access.

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