From marijuana farm tours to “bud and breakfast” hotels, American destinations are discovering that “canna-cations” aren’t just for stoners anymore.
drienne, a fortysomething makeup artist, grew up in the mountains of northern Georgia, a state where cannabis is still illegal. When she and her husband were planning a vacation in 2018, Adrienne, who speaks with a nice Southern drawl and has been smoking marijuana since she was 14, suggested they go to California and see what it’s like to buy pot legally.
She booked an excursion with Emerald Farm Tours, which operates out of San Francisco and guides cannabis enthusiasts to local dispensaries and provides private tours of indoor cannabis grows in the Bay Area. Adrienne spent about $1,500 on her “canna-cation” for a half-day tour, a good selection of pot and a hotel room.
For now, cannabis travel has been largely ignored by tourism boards and the industry, leaving millions of dollars on the table, says Victor Pinho, cofounder of Emerald Farm Tours. “They’re tourists and they’re shopping—they are here to spend money in the mecca of weed,” he says, explaining how his typical customer spends $300 to $400 at the dispensary during their visits, about three times as much as an average transaction with locals.
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