We The People  

One of the remarkable things about the people of cannatourism is how many people, businesses and communities it takes to service this exploding sector. For many this is a brand new concept yet for those of us who’ve been a part of it for some time it’s actually an industry that’s always been there. The animating force behind this rapidly emerging sector is the people. Of course this is true in most other industries but given the unique circumstances and diverse expressions that make up the integration of cannabis + travel, it’s especially true. The people are the industry and every cannatourism adventure will rise or fall based on the passion of the people who provide and receive the experience. 

The Travellers

For those of us who devote ourselves to the normalization of cannabis, becoming travellers who consumed it made it mandatory that we became “cannatourists” of some kind. If you’re fortunate enough to have travelled “the hippie highways” of the 60s and 70s or any number of premier destinations for cannatourism since, you’ll know that it sometimes required great resourcefulness and risk taking to score pot on the road. A combination of internationally recognized hand gestures, intuition and trust in Mary Jane was needed just to buy a joint. These days it can be a safer and less stressful way to acquire cannabis when we travel. However, there’s still that spirit of adventure, a willingness to step outside of social conventions that permeates the cannatourism traveller. Which is why most of the people involved in the cannatourism industry are also passionate consumers of both cannabis and travel. At the same time there are differences between the intention and length of the traveller, so let’s take a look at some of the many ways people practice cannatourism. 

Leisure 

Whether it’s a long weekend to Las Vegas or a 10-day all inclusive stay in Jamaica, cannatourism is most certainly about supporting folks in their holidays and vacations. For this type of traveller, access to safe cannabis and a place to consume is paramount. Another key is empowering visitors with the cultural suggestions on how to experience cannabis in another land. From arts and entertainment to cannacentric tours and experiences, whatever time we have will be short and we need to have relevant information at our fingertips. In short, it takes a village to provide a truly cannacentric destination. It also takes an openness and curiosity on the part of the traveller to surrender to the experience.   

Business 

One thing that the COVID pandemic has shown us is that cannabis is an essential product for more and more people. This is something that business travellers who rely on cannabis have known for a long time but it’s now becoming even more apparent. As those of us who journey for our jobs or businesses, being able to access medicine that supports our health, joy and productivity is crucial to the success of a trip. Having access to a community that will welcome us for short or long visits is a joy that not many business travellers can experience. The business traveller also can play an important role in spreading the word about cannatourism services as they move from place to place.   

Residency 

With the number of digital nomads rising every month, cannabis friendly and centric destinations that cater to “slow travel” will likely enjoy success. Another demographic that is important for residency cannatourism – those who stay more than 30-days in a location – is seniors. Once we reach our golden years the opportunity to live in a warmer climate with safe access to cannabis becomes even more enticing. Finally, the introduction of “intentional communities” that are focused on providing a simpler, more connected way of life, is a trend we feel is only going to get more popular as time goes on. 

Health & Wellness 

Speaking of seniors, they make up a large percentage of cannatourists who travel for both pleasure and healthcare. However, it really is all ages that are benefiting from cannabis assisted medical tourism. There are many reasons ranging from financial to accessing therapies not available in one’s own country that can motivate this type of travel. From cosmetic procedures to life saving surgeries to alternative treatments not available in their home country, medical tourism is nothing new. However, to aid in recovery and healing the use of cannabis, formally or informally, is now a big part of the appeal. Due to the medical nature of this type of travel, service providers who build a trusted medical cannabis niche will be able to generate tremendous value for their guests and their businesses.

The Service Providers 

Turning from the traveller to the service provider, we can begin to see the flip side to the cannatourism coin. What’s exciting about the service providers is the diversity, both in terms of what’s offered but also who’s doing the offering. We can think of few other sectors where women, BIPOC, LGBTQ+ and Disabled people are better represented than in cannatourism. The lower cost to entry that some cannatourism businesses make available is but one of the reasons why this industry has strong diversity credentials. Another would be the high numbers of cannabis consumers represented in traditionally marginalized communities. 

Tours, Guides and Excursions

Low entry cost 

A wonderful entry point into this industry is to create a cannabis inspired tour business. The great thing about this aspect of the sector is that it can cost very little to get a tour operation up and running. In fact, a walking tour of a city that incorporates cannabis retail, cultural events and great food can require as little as your time and a smartphone to get the ball rolling. If you’re a hopeful entrepreneur who has an abundance of passion and love for the plant, a cannacentric tour business might be a great place to start.

Cannatourism customer journey 

Finding the right cannafriendly tours and guides can be the most important aspect of a successful cannatourism adventure. Especially in places where cannabis is 100% legal yet, finding a guide that is able to navigate the local laws and customs will be key. From a day at the beach to cannabis cuisine, urban walking tours, cannabis farm tours, the guide will play a critical role in supporting travellers. In fact what we are talking about is as much a guide as a driver and concierge service as a traditional tour operator.  

Stays and Accommodations 

An area that is just as vital for a cannabis traveller is where we will stay. While it may require a larger initial investment than a tour business, transforming your rental property into a cannabis friendly destination is easier than you think. By utilizing an app booking service like AirBnB (or one of the cannabis specific apps) and taking some basic steps to make your property inviting cannabis consumers, you can launch your cannatourism business within a few weeks. Because many places – even where cannabis is legal – aren’t open and welcoming to cannabis consumers, it’s possible to make your rental or hotel a hotspot for cannabis travellers without breaking too much sweat. 

Consumption Lounges 

Despite legalization in places like the United States and Canada, the regulatory will to permit consumption lounges is slow going. However, there are places in the cannabis world where consumption lounges are available in abundance. The coffee houses of Amsterdam, the cannabis clubs in Spain and outdoor lounges and beach restaurants in destinations too many to name are only some of the expressions of the consumption lounge. The people who make up these spaces have the power to make cannabis consumers feel welcome and appreciated. After what feels like lifetimes of disrespect, cannabis people will show supreme loyalty to any venue where they and their medicine are welcome. 

Farmgate Locations 

In Canada and other countries where cannabis is legal, the concept of a farmgate retail location is an ideal space for cannatourism to occur. This allows cannabis producers to sell their product directly from the location it is produced. What this unlocks is an exciting treasure trove of cannabis tours, much like a brewery or winery tour. With the possibility of restaurants and other service add-ons, the farmgate concept is an idea that could spur lagging tourism economies and provide smaller producers with a sustainable revenue stream. 

Cannabis Retailers 

This may seem obvious but cannabis retailers, aka dispensaries, have a huge role to play in cannatourism. Indeed, with some basic tweaks to your existing store plan you can transform your shop into an attractive cannatourism destination! Creating special offerings as well as partnering with tour guides and accommodation providers can boost your business with travellers as well as your local customers. Even if you don’t wish to be a place where tours and events take place, understanding what travellers are looking for and how that might differ from locals, can make your retail business a place that travellers are recommended to visit for their cannabis. 

Educators 

Another aspect of cannatourism that is critical for its success is education. Quite frankly, we are emerging from nearly a century of prohibition where not only cannabis was illegal but it was also deemed unworthy of scientific research. Thankfully, cannabis educators and communities safeguarded the knowledge of how best to utilize our favourite plant. To this day, educators continue to serve new and existing consumers from every aspect of cannabis from growing to consuming to the experience. In terms of cannatourism, educators are crucial in helping travellers receive the most value from their stay. It’s also an area that government officials can be more open to where cannabis is yet to be legalized, helping to pave the way for normalization. 

Food and Beverage 

If you already have a restaurant that cannabis consumers feel welcome and catered to, you may already be in the cannatourism industry without knowing it. Cannabis and food go so well together that a restaurant that warmly welcomes cannabis consumers (whether they serve cannabis or not) will likely be successful. If you’re keen to make the transition to either cannafriendly or cannacentric status, a thoughtful redesign of your interior and menu might be all it takes! 

Musicians 

Cannabis is a cultural phenomenon and music runs through the heart of that culture. From reggae to hip hop to world beats and folk, cannabis inspired music nights and concerts can fully round out a cannatourism excursion. Music is a connection point for local and international cannabis consumers, often in partnership with venues, restaurants and bars. If you’re the proprietor or a musician who plays at one of these venues, you may already be serving a cannatourism audience. With intention and awareness, this could become a powerful niche and income generator. 

Visual Artists 

Cannabis inspired painting, sculptures and visual installations are a must-see aspect of any cannatourist’s travel bucket list. Not only will they be excited to visit your gallery or street display but they might want to purchase art available for sale and bring it home. Either way the artist, like the musician, plays a connective role in the global cannabis community and both should be celebrated as such.  

Conclusion 

In answer to the question, ‘who are the people of cannatourism?’ we hope we have shown you a slice of the diversity of people and businesses that exist in this space. Like most aspects of cannabis, there is no “one size fits all approach” for either the traveller or the service providers in cannatourism. This means that there’s room for everyone to find the adventure they are looking for, provided by businesses that are in alignment with the traveller’s needs and values. We invite you to join us, in whatever capacity you’re called.