US: MMGY Travel Intelligence and Enlightn Strategies has announced findings from its cannabis tourism report, aimed at determining interest in and understanding of recreational cannabis-related products and experiences.
Cannabis is legal in 11 US states, and 87 per cent of respondents believe that the recreational use of cannabis will be legal in most states within the next few years. Two-thirds of respondents have positive feelings towards its legalisation.
“Cannabis tourism is still in its infancy but has the potential to grow exponentially over the next few years,” said Chris Davidson, EVP of insights and strategy at 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.”
Key findings from the survey includes:
- Cannabis experiences that motivates travelling include visiting a dispensary, trying CBD and THC-infused edibles or drinks, experience a spa treatment with a CBD product, and sampling cannabis in a safe environment.
- Adults interested in cannabis-related activities are significantly more likely than the typical leisure traveller to describe themselves as a foodie, beach bum, or outdoor adventurer. They are also more likely to describes themselves as a music aficionado, music festival enthusiast, wine/craft beer lover, or a sports addict.
- Whether recreational use of cannabis is both legal and regulated, it is perceived to be relatively safe.
- There is confusion about where people can possess and consume cannabis in destinations where recreational use is legal. 54 per cent thought people can be arrested for possessing cannabis in these areas.
Brian Applegarth, president of Enlightn Strategies, said: “Intelligence about the cannabis-motivated travel audience will support the normalisation of this growing, multifaceted trend. This groundbreaking research unlocks the opportunity for destinations to differentiate themselves and increase tourism revenue through engaging the cannabis traveler.”
The survey was conducted amongst 1,500 US leisure travellers. To purchase the full report, Cannabis Tourism: Opportunities, Issues and Strategies, click here.
MMGY Travel Intelligence is MMGY Global’s industry research and insights brand, offering proprietary data and research for the travel and tourism industry.
Enlightn Strategies is an advisor in the CBD and cannabis-related tourism space, providing turnkey solutions that reduce risk, increase visitation and drive tourism revenue.