NATIONAL REPORT—MMGY Travel Intelligence and Enlightn Strategies, an advisor in the CBD and cannabis-related tourism space, have revealed key findings from a new report, “Cannabis Tourism: Opportunities, Issues and Strategies.” This report contains the results of a survey conducted among 1,500 U.S. leisure travelers to determine their interest in and understanding of recreational cannabis-related products, experiences and services when vacationing.
“Cannabis tourism is still in its infancy but has the potential to grow exponentially over the next few years,” said Chris Davidson, EVP, insights & strategy, MMGY Travel Intelligence. “This study goes a long way in giving the industry actionable data to refine marketing strategies and develop new cannabis tourism offerings.”
Cannabis is now legal in 11 U.S. states and Washington, DC, for recreational use and can be enjoyed by vacationers in many forms. The survey shows that 87% of respondents believe that the recreational use of cannabis will be legal in most states within the next few years, and two-thirds of respondents have positive feelings toward legalizing cannabis for recreational use.
Key findings from the survey:
- Cannabis experiences that motivate respondents to travel include visiting a dispensary, trying CBD- and THC-infused edibles or drinks, experiencing a spa treatment with a CBD product, and sampling cannabis in a safe environment.
- Adults interested in cannabis-related activities on vacation are significantly more likely than the typical leisure traveler to describe themselves as a foodie, beach bum or outdoor adventurer. They are also more likely to describe themselves as a music aficionado, music festival enthusiast, wine or craft beer lover or a sports addict.
- Where recreational use of cannabis is both legal and regulated, it is also perceived to be relatively safe.
- There is confusion among respondents about where people can possess and consume cannabis in destinations where recreational use is legal. More than half (54%) of respondents thought people can be arrested for possessing cannabis in destinations where it has been legalized for recreational use.
“Intelligence about the cannabis-motivated travel audience will support the normalization of this growing, multifaceted trend,” said Brian Applegarth, president, Enlightn Strategies, and a cannabis tourism subject matter expert. “This groundbreaking research unlocks the opportunity for destinations to differentiate themselves and increase tourism revenue through engaging the cannabis traveler.”