Global Cannabis Tourism Industry on Track to Reach $444 Billion by 2030
The global cannabis travel and tourism industry is poised for exponential growth, projected to become a $444 billion market by 2030. According to the Cannabis Travel Association International (CTAI), this burgeoning sector is already a $57.18 billion industry as of 2023, reflecting rapid expansion as legalization spreads worldwide.
Current Market and Future Projections
Brian Applegarth, the founding chair of CTAI, shared insights during the recent 2024 State of International Cannabis Travel & Tourism presentation. He emphasized the industry’s strong growth trajectory, driven by increasing legal access to cannabis for both medical and recreational use. “The global cannabis industry is poised for strong growth over the coming decade as expansion of legal access around the world accelerates,” Applegarth noted.
Global Developments in Cannabis Tourism
The presentation highlighted key developments in cannabis tourism across various countries, showcasing a mix of adult-use and medical cannabis travel experiences.
Canada
In Canada, the integration of cannabis into the tourism industry includes the rise of cannabis lounges, consumption spaces, and collaborative efforts between the Canadian Cannabis Tourism Association and the national travel industry. These initiatives focus on public and visitor safety, reflecting a mature market where cannabis tourism is becoming increasingly normalized.
Germany
Germany has recently taken significant steps towards legalizing recreational cannabis use, joining Malta and Luxembourg in the European Union’s cannabis-friendly ranks. Applegarth described Germany’s legalization of small amounts of cannabis for personal use as a precursor to a more robust adult-use market. The country is set to issue licenses for private cannabis clubs, akin to the model seen in Barcelona, Spain, where these clubs have spurred economic growth.
United States
The United States features several prominent cannabis tourism hotspots, including California, Las Vegas, and Denver. California, in particular, boasts around 100 cannabis consumption spaces, including upscale hybrid cafes and restaurants that seamlessly integrate cannabis into the dining experience. These venues are gaining popularity, offering high-end food and a normalized environment for cannabis consumption.
Thailand
Thailand’s cannabis tourism sector is in flux, with shifting regulations and narratives. While there may be a retraction in the leisure travel narrative, the country continues to emphasize wellness and therapeutic cannabis use, positioning itself as a potential destination for medical cannabis tourism.
Additional Trends and Innovations
Beyond leisure and recreational use, medical cannabis tourism is a significant and growing segment. With 70 countries legalizing medicinal cannabis use, there is considerable potential for these nations to develop targeted tourism strategies.
Applegarth also addressed misconceptions about the Netherlands, clarifying that Amsterdam is not abandoning its cannabis cafe culture but rather restructuring to create a more regulated and structured supply chain. This shift aligns with broader international trends towards legalization and regulation.
Innovation in Cannabis Tourism Experiences
The cannabis tourism industry is evolving rapidly, with increasing innovation in consumption spaces. In mature markets, there’s a move towards curated, high-touch experiences that offer more than just a place to consume cannabis. These developments are part of the broader experience economy, which is central to the travel and tourism industry.
The cannabis tourism industry is at a pivotal point, with substantial growth anticipated over the next decade. As legalization spreads and market structures evolve, cannabis tourism is set to become a significant component of the global travel economy, offering diverse and enriched experiences for travelers around the world.
