Marketing in the Era of Cannabis Legalization: Best Practices for Tourism Agencies
The landscape of tourism is evolving. As cannabis legalization expands, so too much marketing effort in legal states.
Tourism agencies like DMOs and CVBs face both exciting opportunities and unique challenges. Let's dive into how destination marketers can thoughtfully promote cannabis-related tourism while staying within legal requirements for marketing cannabis.
Gone are the days when cannabis tourism meant a hushed trip to Amsterdam that you told no one about. Today states like Colorado, California, New York, and Massachusetts are embracing this growing tourism sector – but marketing these experiences requires a delicate balance of creativity and compliance.
5 Ways Tourism Agencies Can Market Cannabis Tourism
Here are five key insights for tourism agencies looking to tap into this emerging market:
Focus on Education and Experience Over Consumption
Instead of highlighting consumption, successful tourism agencies are crafting narratives around education and unique experiences. Think cannabis cooking classes, farm tours, or workshops on the history of hemp in American agriculture.
For example, some agencies in Colorado have found success promoting "seed-to-sale" tours that showcase the entire industry ecosystem – from cultivation to retail – while emphasizing the educational aspects. This approach not only appeals to a broader audience but also helps sidestep many advertising restrictions. Others have created tours where visitors can sample cannabis products from multiple companies without having to drive themselves around. In California, the Cannabis Trail is a self-guided tour that highlights businesses in the famed Emerald Triangle growing region.
2. Leverage Content Marketing and SEO
Traditional advertising channels often restrict cannabis-related content, making organic search and content marketing crucial. Tourism agencies can create valuable, informative content about their region's cannabis culture, history, and regulations while optimizing it for search engines. Blog posts about local policies, guides for first-time visitors, and stories about local cannabis entrepreneurs can attract organic traffic while building trust with potential visitors. Remember to focus on providing practical information rather than promotional content - and don't try to promote these articles with paid media.
3. Partner with Complementary Businesses
Smart tourism agencies are creating "lifestyle packages" that combine cannabis-friendly accommodations with other local attractions. By partnering with hotels, restaurants, and cultural venues that welcome cannabis tourists, agencies can create comprehensive experiences without explicitly promoting consumption, similar to how craft beverages are marketed. For instance, pairing a dispensary tour with a visit to local art galleries or craft breweries appeals to experience-seeking travelers while diversifying the tourism offerings and keeps a cannabis tourism package from feeling too "stoner-y."
4. Maintain Clear Compliance Guidelines
Success in cannabis tourism marketing requires a robust understanding of both state and local regulations. Tourism agencies should develop clear internal guidelines about what can and cannot be promoted. This includes being transparent about where consumption is legal, maintaining appropriate age restrictions on marketing materials, and avoiding claims about health benefits. It may be worth investing in legal consultation to ensure all marketing materials meet regulatory requirements and advertising restrictions.
5. Target the Right Demographics
The modern cannabis tourist isn't who you might expect. Research shows they're often well-educated professionals interested in wellness and cultural experiences. Tourism agencies are finding success by marketing to specific segments – wellness enthusiasts, culinary adventurers, and cultural explorers. The key is to position cannabis tourism as part of a broader lifestyle experience rather than the sole focus of the visit.
However, it's also important not to erase the classic stoner. It's estimated that 20% of consumers buy 80% of cannabis and tourists spend more on average at dispensaries than locals do. That tax revenue is important!
Why Cannabis Marketing is Important for Destination Marketers
The goal isn't just to attract cannabis consumers but also, to showcase your destination's unique approach to this emerging industry. Many successful tourism agencies are finding that their cannabis-related offerings actually help highlight their region's innovation, creativity, and forward-thinking attitude.
When developing your marketing strategy, consider that the most effective campaigns often focus on storytelling – sharing the stories of local businesses, highlighting your region's unique cannabis culture, and showcasing the broader tourism ecosystem that surrounds it.
One final note: transparency is crucial. Be upfront about local regulations, manage visitor expectations, and always prioritize responsible tourism. Many localities do not allow for public consumption - and visitors need to know this. Being upfront about consumption and purchase restrictions builds trust with potential visitors and helps maintain good relationships with local communities.
As this industry continues to mature, tourism agencies that can thoughtfully integrate cannabis-related offerings into their broader destination marketing strategy – while maintaining strict compliance with regulations – will be well-positioned to capture this growing market segment. By focusing on education, experience, and responsibility, tourism agencies can effectively market cannabis-related tourism while contributing to the development of a sustainable and respected industry.
Ready for the Future of Cannabis Tourism?
If you need help creating cannabis tourism resources for your DMO or CVB, I can help.
I’m an SEO writer who specializes in cannabis education. My background is in travel and tourism, writing resources for tourism agencies from social media posts and destination guides to full Simpleview websites - and over 1,000 pieces of educational cannabis content since 2021. I’m intimately familiar with cannabis laws across the country and the SEO strategies needed to get the information in front of people who want it.
I help destination marketers create cannabis resources to embrace the future of cannabis tourism. And, as a cannabis tourist myself, having visited over a dozen states where weed is legal, I know the resources your visitors are looking for. Send me a note today to get started.
