Those who enjoy a toke are traveling more to do it within the states where it's legalized, and the travel industry is responding. Today, there are more destinations and even retreats that cater to the cannabis crowd.
Sari Gabbay, founder and CEO of Cannabliss Retreats recently organized a five-day cannabis experiential retreat in Joshua Tree, California.
"I created the vision for the retreat and planned the entire first one in Ojai back in June," said Gabbay.
"This is a retreat focused on mindful consumption and experiential education. All retreat guests receive KARE certification-Kannabis Accreditation Regulation and Education-a program developed by my business partner, Dr. Ira Price. We hold workshops, sacred Cannabis ceremonies, creative experiences, gourmet meals, entertainment, yoga, meditation, hiking, and a vendors market."
Gabbay believes that the travel industry should do more to promote Cannabis destination vacations because their popularity will increase as early as 2018.
According to New Frontier Data's 2017 Cannabis Attitudes Survey, approximately one-fifth of respondents (22 percent) indicated that they would be more interested in visiting a state which has legalized cannabis.
Those who indicated that legalization would positively influence their decision to visit a state were most interested in visiting Colorado (61 percent) and California (59 percent). Second tier canna-tourism markets included Washington (37 percent), Oregon (36 percent) and Nevada (36 percent).
Spreading the word about these trips, however, isn't the easiest thing to do.
"Because this is a cannabis retreat, our concerns are a bit different than most general travel retreats," said Gabbay. "We need to be mindful of each county laws around cannabis, age restrictions and educating our audience. It's more difficult to find a retreat center that is aligned with our vision."
Gabbay explains that they can't use traditional marketing channels, so hoping it organically spreads is a big focus.
Margie Lenau of Wonderland Family Vacations in Grand Rapids, Michigan has had some interest from travelers with these trips, but she doesn't work on this type of travel. "I do not do this type of travel because it is a difficult area," said Lenau.
"One state may allow this, while others still have laws making it an illegal drug. This would be a difficult travel arrangement and, in my opinion, there is too much liability for this type of travel planning."
The Canna-tourism provides an excellent opportunity for the cannabis industry to shine a light on exactly what legal cannabis really looks like. If the industry does a good job of that, tourists will leave with at least a safe and positive experience-and at most encouragement to push for legalization laws back home.
The Cannabis Attitudes Survey also reported that it's important that everyone in the industry-from budtenders to processors to testing labs-make sure every single customer is educated on products, dosing and consumption methods. It will also be up to local governments to create educational campaigns around legal weed.
In Colorado, the "Good To Know" campaign educates cannabis consumers and travelers, especially those coming to the area to try legal cannabis for the first time.
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