Navigating the Green Wave: How State Tourism Agencies Can Educate Visitors on Cannabis Laws

People travel for many reasons. They may be seeking adventure or relaxation. They may want to try new foods, visit a specific restaurant, or seek out a legendary brewery. There are wine tours and beer tours, spirit tours, and food tours. And recently, there’s a new reason people travel - for cannabis. 

Traveling for access to cannabis is not entirely new - Amsterdam has a sordid reputation as a place stoners can go to enjoy their greens legally. It used to be in a class of its own - but no longer. As legalization spreads across the US, and indeed, the world, traveling for access to cannabis is becoming increasingly common. Just as destination marketing organizations and convention and visitor’s bureaus inform people about their options for food and beverages, they now must inform visitors about the opportunities for cannabis in their destinations. 

Over half of Americans now live where cannabis is legal in some capacity, and it is recreationally legal in 24 states, including hubs of tourism like California and New York. It is now the responsibility of tourism authorities to inform visitors about the legality of cannabis in their destinations. 

Why Cannabis Tourism is Important for Destination Marketers 

Grand View Research estimated that cannabis tourism represented a market size of $10 billion in 2023, with a predicted annual growth rate of 12%. Cannabis tourism is a small but rapidly growing sector of travel - even Destination International recognizes the power of the cannabis tourism trend. 

People buy weed while traveling and, unless they’re traveling within state by car or train, cannot take it with them when they leave a destination. In short, cannabis tourism represents revenue - revenue destination marketers cannot afford to ignore. 

How CVBs and DMOs Can Promote Safe Cannabis Tourism 

It doesn’t take much to help visitors understand the legality of cannabis in your destination. A page on your website focused on cannabis laws and a quick blog are all it takes to establish yourself as an authority on cannabis tourism, the same way these organizations are authorities on foodie tourism and adventure tourism. 

These pages should address commonly asked questions and need-to-know information, like where it is legal to smoke and how much cannabis it is legal to possess. This helps visitors know what to expect and to respect the laws of the localities (like not smoking in public, if it’s not permitted.) 

DMOs and CVBs should also dedicate a category under their business directly for dispensaries and consumption lounges, the same way there are categories for restaurants, breweries, and wineries. This helps visitors know where they can legally purchase safe products, the same way they can visit liquor stores or grocery stores to buy beer and wine. It also helps support locally owned businesses that play an important role in community success. 

If you have a website that lists community businesses like shops and restaurants (and I know you do) then you need to include cannabis businesses in that directory as well, for the sake of your visitors and residents. 

Medical Marijuana Tourism 

This is also true for states where there are medical marijuana programs. Many medical programs offer reciprocity, where patients from one state are allowed to access their medication in other states. Visitors who have medical cards need to know if they are allowed to buy their medicine while they travel, and where they can legally consume it - and it’s the responsibility of tourism marketing organizations to help them. 

Embracing the Future of Cannabis Tourism 

Travelers want to know where they can eat, where they can drink, and yes, where they can smoke. Cannabis laws vary by state, and sometimes by county, and it can be confusing for visitors to know what is and isn’t legal. In states where weed is legal, it’s important for destination marketers to step up to the plate and provide information tourists are looking for. 

Need help creating cannabis tourism resources for your DMO or CVB? I’m an SEO writer who specializes in cannabis education and I can help. With a background in travel and tourism, writing Simpleview websites for local DMOs and hundreds of pieces on cannabis education, I help destination marketers create cannabis resources to embrace the future of cannabis tourism. And, I’m a cannabis tourist myself, having visited over a dozen states where weed is legal. Send me a note today to get started.