Experts Reveal Current State of the Cannabis Travel and Tourism Industry

by Mia Taylor
Last updated: 9:10 AM ET, Thu July 25, 2024

The global cannabis industry, which includes cannabis travel and tourism, is on track to be a $444 billion industry by 2030.

As of 2023, travel and tourism related to cannabis has expanded to become a $57.18 billion business, according to a recent presentation from the Cannabis Travel Association International (CTAI).

“The global cannabis industry is poised for strong growth over the coming decade as expansion of legal access around the world accelerates,” Brian Applegarth, founding chair of CTAI, said during the recent 2024 State of International Cannabis Travel & Tourism presentation.

“We’re consistently seeing access open up and legalization unfold and that includes medical legalization [medical travel], as well as adult use recreational legalization [leisure travel],” Applegarth added.

During the 45-minute presentation, Applegarth highlighted the latest cannabis tourism news and developments in countries around the world.

There’s currently 70 countries worldwide that have legalized some form of cannabis for medical use and 10 countries have legalized cannabis for adult-use such as for recreational and leisure travel purposes.

Here’s a closer look at some of the latest destination developments for cannabis tourism.

Global Cannabis Tourism Developments

Canada

In Canada, the concept of adult-use cannabis, cannabis lounges and safe consumption spaces are becoming increasingly common, said Applegarth.

“You also have really strong collaboration happening between the Canadian Cannabis Tourism Association along with the travel industry of Canada at the national level,” Applegarth explained. “These new collaborative efforts are happening around public safety and visitor safety. Its very interesting to see what’s happening up there right now.”

Germany

Germany recently legalized possession of small amounts of cannabis for recreational use. It is the third European Union country to legalize cannabis for personal use after Malta and Luxembourg.

Applegarth described Germany’s move as “the first step toward adult-use legalization to come forward in Germany."

“They are going to be issuing licenses for private [cannabis] clubs in Germany by next month,” he added.

The private cannabis club model already exists in Barcelona, Spain, Applegarth said.

“They’re very well known for these private clubs that exist where there’s a membership fee and it’s adults, 21-and up who gather in private settings. And cannabis is part of that culture,” he explained.

The clubs have been a boon for the Spanish city, creating a significant economic impact, Applegarth added, noting that he believes Germany is about to take a step in that direction as well.

“You are going to have this private club scene start to develop in Germany starting next month,” he said.

United States

Cannabis tourism hotspots in this country include California, Las Vegas, Nevada, and Denver, Colorado. California, for instance, already has about 100 different cannabis consumption spaces in operation across the state.

“It’s not just lounges. You also have cannabis spas offering integrated spa experiences,” Applegarth continued. “You also have cannabis cafes that are serving food and beverage, as well as cannabis along with the dining experience.”

Some of emerging hybrid cafe and restaurants that also serve cannabis are upscale establishments that would not be out of place in a Michelin guide, suggested Applegarth.

“They serve beautiful, delicious food that’s very high-end and it’s a very normalized environment,” he said. “And it’s a full house on Thursday, Friday, Saturday, and Sunday at these places.”

“It’s very exciting what’s going on in California with these consumption spaces,” Applegarth added.

Thailand

The cannabis tourism landscape in Thailand is ever changing, with attitudes and regulations there recently shifting.

“It looks like there is some walking back of the [cannabis] tourism narrative,” Applegarth explained. “I look at it as a walking back of the leisure travel and adult use recreational travel. There’s still very much going to be a wellness, therapeutic strategy there.”

Additional Trends

Beyond leisure travel related to cannabis consumption and experiences, the cannabis medical tourism industry is also strong and is projected to grow as well, according to CTAI.

There are currently 70 countries where medicinal use of cannabis is legal and those countries “could step into a [tourism] strategy tomorrow if they wanted to,” said Applegarth.

Separately, Applegarth said during the industry update that media reports suggesting Amsterdam is doing away with its cannabis cafe culture are incorrect.

“The Netherlands is taking a step forward toward increased regulation and creating a more structured supply chain and bringing it more forward in that way,” Applegarth explained. “They are actually just restructuring and evolving it to step into this international stage where you have countries like the U.S., Canada and Germany starting to make very legal moves toward this [cannabis] experience economy development.”

And one last development of note for cannabis leisure travel fans. The experiences and offerings from the industry are becoming increasingly creative.

“We’re seeing a lot of innovation when it comes to the [cannabis] consumption spaces,” Applegarth explained. “In the most mature markets, we’re also seeing the curation of these experiences. So, it’s no longerjust a lounge with a couch in a corner and a table and an ash try. We’re talking about a high-touch curated experience - which is what tourism and travel is all about - the experience economy.”