Travel Tuesday, part of the Beard Bros Media Network, unveils its latest initiative—Beard Bros Travel—a strategic platform dedicated to elevating cannabis and hemp tourism through curated experiences, storytelling, and industry collaboration.
A Natural Evolution at the Intersection of Culture and Industry
Hosted by Brian Applegarth, Director of Sales and Marketing at J&S Next’s Cannabis and Hemp Tourism Division, the episode kicks off with an overview of Beard Bros Media’s journey. Founded in 2013 in Los Angeles, Beard Bros initially distinguished itself with its signature thick beards, setting it apart from the crowded cannabis scene. Over time, the brand expanded from product focus to media, aiming to combat misinformation and become a trusted voice within the community.
“As the industry normalized, we saw an incredible opportunity to dive into travel and tourism,” explains Bill and Jeff, founders of Beard Bros Media. “We recognized that people want to combine their love of cannabis with travel, and there’s a huge cultural storytelling element in that.”
This evolution aligns with the growing global interest in cannabis tourism, where destinations and brands are exploring new ways to attract visitors and normalize plant-based experiences.
From Idea to Reality: Launching Beard Bros Travel
The concept for Beard Bros Travel originated from observing the burgeoning cannabis travel scene and recognizing gaps in the market. The founders reached out to industry expert Brian Holler, Chief Revenue Officer of Beard Bros Media, and collaborator Megan Prusynski to explore opportunities.
“Our first thought was, ‘Who doesn’t want to smoke pot and travel?’” Jeff shares with a laugh. “But then we realized it’s about more than that—it’s about authentic experiences, cultural storytelling, and connecting people through shared journeys.”
The team’s focus is on curating destination experiences that showcase cannabis as part of local culture, whether through tours, lounges, or events. Their approach emphasizes normalization, education, and creating memorable moments that intertwine with local hospitality, art, and entertainment.
Understanding the Cannabis Travel Audience
A key insight driving Beard Bros Travel is the differentiation between the general cannabis consumer and the cannabis travel audience. Research from MMGY Travel Intelligence highlights three main segments:
- Cannabis Curious: Those interested in learning and exploring.
- Cannabis Wellness: Travelers seeking therapeutic or health-related experiences.
- Cannabis Connoisseurs: Enthusiasts looking for premium, curated products and experiences.
Remarkably, about 24% of Americans motivated to visit destinations for cannabis experiences do not identify as regular consumers but are intrigued by the culture and offerings. This presents a vast opportunity for destinations and brands to reach new audiences through tailored storytelling and curated experiences.
Bridging Culture and Experience Economy
Travel and tourism are inherently cultural, and cannabis storytelling adds a new layer to this narrative. Beard Bros Media’s focus on cultural storytelling—through podcasts, events, and media—serves as a bridge connecting the plant’s history, wellness benefits, and social normalization with broader travel experiences.
“Travel is a powerful connector,” says Brian Holler. “It allows us to showcase cannabis as part of a lifestyle, a culture, and an experience that everyone can enjoy. It’s about elevating the narrative beyond just products—it’s about creating meaningful, shareable moments.”
From Events to Destination Highlights
Highlighting their hands-on approach, the team recounts recent destination visits, including a lounge-hopping tour in West Hollywood and a week-long exploration of the Coachella Valley. These immersive experiences involved collaboration with local lounges, restaurants, and community organizations, emphasizing personalized, curated outings that normalize cannabis use and foster community.
“In West Hollywood, we experienced a high-end, bucket-list style of cannabis lounges—places where you could enjoy premium products in a relaxed atmosphere,” Jeff explains. “In Coachella Valley, we engaged with local businesses, educational programs for seniors, and community events, showing how cannabis seamlessly integrates into everyday life and tourism.”
These trips serve multiple purposes: content creation, community engagement, education, and building relationships—both with industry insiders and the public.
Building a Strategic Media and Experience Platform
The success of these explorations has led to the development of a comprehensive Beard Bros Travel deck—an offering that combines content creation, influencer campaigns, event planning, and destination marketing. The goal is to position Beard Bros as a full-service partner for destinations, brands, and organizations looking to tap into the fast-growing cannabis and hemp travel market.
“Our platform is about more than promotion,” notes Megan Pruszynski. “It’s about storytelling, education, and creating authentic experiences that resonate with diverse audiences—from seasoned connoisseurs to curious newcomers.”
The Future of Cannabis and Hemp Tourism
Looking ahead, the team envisions a thriving, normalized cannabis travel industry that emphasizes wellness, culture, and community. They see enormous potential in integrating cannabis experiences into the broader $11 trillion global travel economy, leveraging the plant’s inherent connection to relaxation, health, and lifestyle.
“Travel provides the perfect platform to normalize cannabis,” says Brian Holler. “It’s about shifting perceptions, breaking down stigma, and offering consumers meaningful, memorable experiences that elevate their quality of life.”
Connecting and Collaborating
The episode emphasizes the importance of networking, showing up at events, and building genuine relationships—principles that have guided Beard Bros Media from inception. The team encourages industry players to embrace collaboration, share knowledge, and focus on authentic storytelling to grow the space responsibly.
Looking Forward
With the launch of Beard Bros Travel, the company aims to be at the forefront of cannabis tourism, guiding destinations and brands through content, experiences, and strategic partnerships. Their mission remains clear: normalize the plant, celebrate culture, and create unforgettable journeys for travelers worldwide.
For media inquiries or to explore partnership opportunities, visit Beard Bros Media at or connect via social media channels.
