Key Takeaways
- Cannabis tourism has rapidly evolved into a significant sector with implications for various stakeholders.
- Dr. Susan Dupej emphasizes the need for responsible consumption spaces to legitimize cannabis in tourism.
- The ‘farmgate’ model connects consumers directly with producers, enhancing the authenticity of cannabis experiences.
- Educational offerings and cultural sensitivity are crucial for fostering responsible cannabis tourism.
- As global legalization progresses, cannabis tourism will need thoughtful regulations to thrive and contribute positively to local economies.
In recent years, cannabis tourism has shifted from a niche curiosity to a burgeoning sector with significant implications for destinations, policymakers, and local communities. A recent episode of the “Travel Tuesday” podcast, hosted by Beard Bros Travel, spotlighted this evolving industry, emphasizing its growing academic legitimacy and the importance of responsible development.
The episode featured Dr. Susan Dupej, a leading researcher at the University of Guelph with expertise at the intersection of economic geography, tourism studies, and cannabis policy. Her work explores how cannabis is integrated into tourism systems amidst changing legal and social landscapes, with a focus on supply chains, farmgate models, consumption spaces, and responsible tourism practices.
A Geographer’s Perspective on Cannabis and Place
Dr. Dupej, an economic geographer by training, explained her interest in the spatial patterns of economic activities—including tourism and cannabis supply chains—and how these patterns influence the landscape and community relationships. Her fascination with cannabis tourism was sparked by early research in Colorado, where she first encountered academic studies examining how tourism can shape perceptions of cannabis.
Her insight underscores that cannabis, much like wine or beer, has a “spatial expression,” with production, consumption, and experience embedded in specific places. As legalization spreads, she notes, the industry is still in a state of “incompleteness,” negotiating issues of legitimacy and regulation.
Responsible Consumption Spaces and Policy Challenges
One of the key themes discussed was the importance of designing regulated consumption spaces. Currently, Canadian laws limit where and how people can legally consume cannabis, creating a disconnection between legalization and actual tourism experiences. Dr. Dupej argues that well-designed, regulated spaces for consumption can serve as tools for normalization, reducing public nuisances, and fostering accountability.
She emphasized that poorly regulated environments—such as consumption happening on sidewalks or in unlicensed venues—are reminiscent of prohibition-era issues. Properly managed spaces, she contends, could transform cannabis hospitality into a legitimate and normalized part of the tourism landscape, much like alcohol’s historic role in shaping hospitality industries.
The Farmgate Model and Agritourism
The discussion also delved into the “farmgate” model—where visitors can purchase cannabis directly from producers—paralleling traditional agritourism. Dr. Dupej highlighted that, in Canada, farmgate experiences are still emerging within a highly constrained regulatory ecosystem. Unlike wine tourism, where tastings and tours are normalized, cannabis farmgate operations face restrictions on consumption, advertising, and public engagement.
Despite these limitations, she sees significant potential in connecting visitors to land, rural communities, and producers—fostering authenticity and humanizing the industry. Such experiences could deepen the relationship between consumers and cannabis, aligning with broader trends toward the “experience economy” and human flourishing.
Bridging the Gap: Education, Responsibility, and Inclusion
An important aspect of future cannabis tourism development involves non-consumer experiences—educational events, wellness retreats, and cultural exchanges that do not require actual consumption. Dr. Dupej advocates for designing tourism offerings that include both consumers and non-consumers, emphasizing the role of hospitality in normalization and harm reduction.
She also stressed the importance of cultural sensitivity, acknowledging that perceptions of cannabis vary globally. Destinations must navigate local laws, cultural attitudes, and stigma carefully to foster responsible and inclusive tourism.
Global Perspectives and the Future
The episode highlighted international differences, noting that jurisdictions like Thailand, the Netherlands, and various U.S. states are taking diverse approaches to cannabis tourism. For example, in the Netherlands, cannabis tourism has developed within a tolerant but regulated framework, whereas in Canada, legal restrictions limit consumption spaces, affecting industry growth.
Dr. Dupej predicts that as legalization continues worldwide, the industry will evolve toward more sophisticated, responsible systems of governance. She envisions a future where cannabis becomes an integral part of hospitality and leisure, much like alcohol historically transformed the hospitality industry.
Research as a Foundation for Responsible Growth
Ultimately, Dr. Dupej emphasizes the importance of academic research in guiding responsible cannabis tourism development. Her work aims to provide a foundation for destination managers, policymakers, and industry stakeholders to create spaces that are safe, inclusive, and culturally respectful.
As cannabis tourism matures, the industry’s success will depend on thoughtful regulation, community engagement, and a focus on authenticity and human connection. The research and insights shared in this episode underscore that cannabis tourism is no longer hypothetical—it’s happening now, with the potential to enhance both local economies and visitor experiences when approached with care.
For more information about Dr. Dupej’s work, her publications can be accessed through her website or academic platforms.
