Key Takeaways
- Cannabis travel can enhance tourism by connecting visitors with local culture and wellness, not just retail.
- Beau Whitney highlights that tourists seeking cannabis experiences might spend more and stay longer than traditional visitors.
- Integrating cannabis into tourism requires clear education and support for visitors to avoid negative experiences.
- Hemp also offers potential tourism attractions through its applications in various fields, promoting local production.
- Community needs must be balanced as cannabis travel grows, addressing infrastructure and economic viability challenges.
Whitney Economics founder Beau Whitney says cannabis and hemp experiences may encourage longer stays and broader visitor spending—but destinations need thoughtful planning, education and community stewardship.
Cannabis and hemp could play a larger role in tourism by connecting visitors with food, arts, culture, wellness and local communities—not just retail purchases, according to Beau Whitney, founder and chief economist of Whitney Economics.
Whitney discussed the opportunity on Travel Tuesday, a Beard Bros Media podcast hosted by Brian Applegarth. The conversation focused on how cannabis and hemp might fit into the “experience economy,” particularly in destinations where tourism is a major source of income.
Cannabis-Related Tourism should be Considered Part of that Wider Visitor Economy
Tourism analysis typically measures how many visitors arrive, how long they stay and how much they spend. Whitney said that spending can ripple through local businesses, including hotels, restaurants and attractions. He argued that cannabis-related tourism should be considered as part of that wider visitor economy rather than as a separate industry.
Whitney cited research indicating that visitors seeking wellness or cannabis-related experiences may spend more and participate in a broader range of activities than traditional tourists. He said those visitors may stay longer, visit galleries and restaurants, and return to destinations where they had positive experiences. The transcript did not identify the research source or methodology behind the figures discussed.
For cannabis businesses, the opportunity may extend beyond attracting existing consumers. Whitney said lounges and other social settings could appeal to people who are curious about cannabis but hesitant to enter a dispensary. He added that visitor spending can benefit producers, retailers and related businesses across a local economy.
Integrating Cannabis into Tourism Requires Preparation
But integrating cannabis into tourism also requires preparation. Whitney said destinations should provide clear education about products and consumption, including guidance for visitors who may have an uncomfortable experience after consuming too much. Without that support, a negative experience could discourage visitors from returning.
The discussion also highlighted hemp’s potential beyond cannabinoids. Whitney described applications in construction, manufacturing and packaging, as well as in products designed to reduce reliance on conventional plastics. He said his company, Everyday Hemp, makes plant-based, compostable cutlery and straws for hospitality and other businesses.
Hemp Production and Manufacturing to Become Visitor Attractions
Whitney argued that hemp production and manufacturing could also become visitor attractions. Farms, mills and factories can tell stories about local agriculture, materials and industry, giving tourists an educational experience alongside the economic benefits of local production.
The speakers cautioned that growth must be balanced with community needs. Whitney said tourism can place pressure on infrastructure, while cannabis markets can suffer when supply exceeds demand and businesses struggle to remain viable. He described economic viability as one measure of whether an industry is being managed in a way that supports businesses, workers and communities.
Treat Destinations as Communities
The broader challenge, the speakers said, is to treat destinations as communities—not simply as products to market. That means considering economic, environmental and social impacts together as cannabis and hemp become more visible in travel and hospitality.
Whitney is the founder and chief economist of Whitney Economics. Applegarth said the two are collaborating on research and briefings examining cannabis, hemp and tourism, including work focused on North America and the Caribbean.
