Rollin’ Down the Road: The Future of Cannabis-Themed Travel and Tourism

(Panel Discussion)

The hospitality industry’s cannabis themed dreams are boundless. Combined joint-and-sushi rolling classes, cannabis-enhanced yoga, micro-dose enhanced meals, farm tours that mirror the wine-country-tour experience. But there are bumps in the road. Not least of these are the government regs limiting cannabis promotion. Among forbidden acts: “promoting a way of life such as one that includes glamour, recreation, excitement, vitality risk or daring.” But the experience of pot-legal Colorado – 23% of tourists say cannabis was a factor in their travel decision – is incentive enough to keep the industry on course. This session will examine how tour operators sell an experience while following the rules.