Can cannabis tourism help boost the struggling travel industry? 

In this three-part series, MMGY Travel Intelligence’s EVP of Insights & Strategy, Chris Davidson, and Brian Applegarth, President of Enlightn Strategies, the most trusted advisor in the CBD- and cannabis-related tourism space, will dive into opportunities and segments poised to benefit from the rise of interest in cannabis tourism. Utilizing data published in the 2020 groundbreaking report, Cannabis Tourism: Opportunities, Issues & Strategies, the webinar series will reflect actionable survey data collected from 1,500 Americans interested in cannabis tourism.

Interest in Cannabis Tourism is rapidly growing throughout the United States. In November of 2020, Arizona, Montana, New Jersey and South Dakota voted to join Washington, D.C. and 11 other states where recreational use is already legal and cannabis tourism is enticing travelers.

Did you know...

  • California set a marijuana sales record of $348 million in July, the biggest month since the 2018 rollout of the state’s legal market.
  • Colorado’s marijuana sales reached a state record of $226,374,568 in July; sales have reached over $1.2 billion for 2020 alone.
  • According to New Frontier data, tax revenues from the legal cannabis industry for federal and state governments are projected to reach $4.06 billion in 2025.


Part 1: Cannabis Tourism: An Essential Recovery Tool 

Wednesday, December 2, 2020 1 p.m. EST

Part one of our three-part webinar series on the positive impacts of cannabis tourism, moderated by Chris Davidson, EVP of Insights & Strategy for MMGY Travel Intelligence, and Brian Applegarth, President of Enlightn Strategies.


Part 2: Cannabis Tourism: The Opportunity for Adult-Use Destinations 

Tuesday, February 2, 2021 2 p.m. EST

Part 2 of our webinar is focused on the opportunities emerging for destinations embracing adult-use cannabis tourism. The webinar will be presented by Enlightn Strategies President Brian Applegarth, with Q&A to follow. Topics of discussion include the role of cannabis in a destination’s ecosystem, cannabis-related experience development and revenue stream opportunities.


Part 3: Cannabis Tourism: The Wellness Perspective

Tuesday, April 6, 2021 2 p.m. EDT

The final session in this series will highlight the history of cannabis for wellness, and how this long history applies to today’s wellness opportunities for travel and hospitality brands. The webinar will be presented by Cultivar Strategies President Brian Applegarth and MMGY Global Founder Peter Yesawich with Q&A to follow. Topics of discussion include opportunities in effect pairing of cannabis and wellness, cannabis-related market development and recovery opportunities for cannabis-serving destinations.

Click here to register. 

Cannabis Tourism: Opportunities, Issues & Strategies

Cannabis Tourism: Opportunities, Issues & Strategies is a first-of-its-kind collaboration between MMGY Travel Intelligence, the leading source of strategic insight for the travel and tourism industry, and Enlightn Strategies, the most trusted advisor in the CBD and cannabis-related tourism space. Based on 1,500 completed surveys of American travelers screened for interest in cannabis-related activities on vacation, this detailed report captures a thorough profile of behaviors and motivations. This study, rates the appeal of various cannabis experiences on vacation, and reveals how interested travelers, research, plan and book their experiences. This report is a must-read for destinations and travel industry suppliers seeking to understand the mindset and buying behaviors of this emerging segment of travelers in the U.S.

Custom Reports

In addition, custom analyses are available- based on requested cross tabs of the summary data. For example, you may request the results by generational cohort or household income strata. Reports may also be prepared that profile travelers with a stated interest in visiting specific destinations (e.g. Profile of the Cannabis Traveler Interested in Visiting Las Vegas). 

For more information reach out to our team.