The Rise of Cannabis Tourism: Opportunities for Dispensaries

Cannabis tourism is rapidly becoming a major trend in the travel industry, with an estimated market size of $10.23 billion in 2023 and expected growth at a rate of 12.38% annually. As more regions around the world legalise cannabis for recreational use, this niche sector is poised for explosive growth. For dispensaries, this presents a golden opportunity to tap into a new wave of cannabis-curious travellers.

Why Cannabis Tourism Is Booming

The rise of cannabis tourism is driven by several key factors:

• Legalisation Trends: More countries and U.S. states are legalising cannabis for recreational use. This is opening the door for tourists who want to explore cannabis culture in places where it’s legal and socially accepted.

• Unique Experiences: Today’s travellers crave unique, immersive experiences. Cannabis tourism offers exactly that—whether it’s a tour of a cannabis farm, a cooking class using cannabis-infused ingredients, or simply visiting a dispensary that provides a welcoming, educational environment.

• Cultural Shifts: Cannabis is shedding its old stigmas and becoming a part of mainstream culture. For many people, trying cannabis in a legal, regulated setting is now seen as a safe and exciting experience, rather than something taboo.

Global Hotspots for Cannabis Tourism

• Amsterdam: Long known as the epicentre of cannabis tourism, Amsterdam attracts 58% of its tourists for its cannabis culture. However, recent regulatory changes could shift this dynamic, making room for new cannabis-friendly destinations.

• United States: With 19 states and Washington, D.C., allowing recreational cannabis use, the U.S. has become a major destination for cannabis tourism. States like Colorado, California, and Michigan are at the forefront, offering everything from dispensary tours to cannabis-friendly accommodations.

• Canada: Since the nationwide legalisation in 2018, Canada has embraced cannabis tourism, offering visitors cannabis-themed experiences like weed-infused spa treatments and guided tours through cannabis farms.

• Emerging Destinations: Countries like South Africa, Uruguay, and Thailand are beginning to relax their cannabis laws, positioning themselves as the next big players in cannabis tourism.

Opportunities for Dispensaries

For dispensaries, cannabis tourism offers several ways to expand their business:

• Create Memorable Experiences: Tourists are looking for more than just a place to buy cannabis—they want an experience. Dispensaries can capitalise on this by offering guided tours, workshops on cannabis use, and events that educate and entertain.

• Partner with Local Businesses: Collaborate with hotels, restaurants, and tour operators to create cannabis-friendly packages. For example, a hotel could offer a special rate for guests visiting a local dispensary, or a restaurant could feature a menu of cannabis-infused dishes.

• Leverage the Local Culture: Embrace the unique aspects of your location. Whether it’s the local cannabis strains, cultivation methods, or cultural attitudes, highlighting what makes your area special can attract tourists looking for an authentic experience.

• Educate and Inform: Many tourists are new to cannabis and may feel intimidated. By offering a welcoming environment where they can learn about different products and safe consumption practices, dispensaries can build trust and loyalty with visitors.

• Diversify Your Product Range: Consider offering products that appeal specifically to tourists, such as portable vaporizer, edibles that are easy to consume on the go, or branded merchandise that serves as a memento of their visit.

Challenges and Considerations

While the opportunities are vast, dispensaries should also be mindful of the challenges:

• Regulatory Compliance: Different regions have different rules about cannabis sales and consumption, especially when it comes to tourists. It’s crucial to stay compliant with local laws to avoid fines or legal issues.

• Cultural Sensitivity: Not all locals may be thrilled about cannabis tourism. It’s important to engage with the community and ensure that your business practices are respectful and considerate of local attitudes and concerns.