Welcome to Travel Tuesday, part of the Beard Bros Media Network, where culture meets industry. I’m your host, Brian Applegarth, Director of Sales and Marketing for the Cannabis and Hemp Tourism Division at J&S Next, a full-service creative agency and media hub serving destinations. Whether you’re a seasoned cannabis or hemp professional or just beginning to explore the space, you’ll find insights and inspiration here on Travel Tuesday.
In a recent episode, we had the pleasure of welcoming Veronica Nova and Mariano Escobar, the visionary co-founders of the World Cannabis Tourism Guide Certification Program. Their mission: to elevate cannabis tourism through education, professionalism, and cultural respect, ensuring safe and authentic experiences for travelers worldwide.
Meet the Founders
Veronica Nova, a Colombian cannabis advocate and anthropologist, shared her passion for the plant rooted in ancestral medicine and scientific research. She emphasized the importance of professionalizing cannabis tourism to combat stigma and exclusion, advocating for high standards that empower local communities through education and safe practices.
Mariano Escobar, hailing from Ushuaia—the southernmost city in the world—highlighted his extensive background in tourism and his dedication to sustainability. With a passion ignited by his biochemist father, Mariano has traveled globally, connecting projects and people to foster responsible cannabis tourism that respects local cultures and environments.
The Certification Program: Building a Global Standard
The core mission of the World Cannabis Tourism Guide Certification is to professionalize and standardize the role of cannabis tourism guides. As Mariano explained, the program aims to equip guides with the knowledge to design and deliver safe, authentic, and culturally respectful experiences across diverse legal landscapes.
Veronica added that the certification covers multiple modules, each focusing on essential skills:
- Module 1: Designing and Planning Cannabis Experiences — Understanding traveler psychology to tailor itineraries that blend education, culture, and entertainment while respecting local laws.
- Module 2: History, Culture, and Regulations — Gaining insights into the legal frameworks and cultural contexts of cannabis across the globe.
- Module 3: Safety, Health, and Responsible Use — Educating guides on dosage, potential risks, and emergency protocols to ensure traveler safety.
- Module 4: Communication and Hospitality — Developing skills to effectively interact with diverse groups and foster inclusive, respectful environments.
- Module 5: Marketing and Sustainability — Teaching guides how to promote their experiences responsibly, leveraging AI tools, and emphasizing environmental stewardship.
Both founders stressed that the certification is designed not only to produce guides who can work within existing businesses but also to empower entrepreneurs to develop their own projects, fostering innovation and local economic growth.
Embracing Responsible and Authentic Cannabis Tourism
A recurring theme was the importance of authenticity and cultural respect. Mariano emphasized that each destination has its unique way of welcoming visitors, from Colombia’s warm hospitality to Tulum’s hemp construction courses in Mexico. Guides trained through this program will understand how to craft experiences that honor local traditions and laws, whether in wellness retreats, educational tours, or luxury excursions.
Veronica highlighted that responsible use and safety are paramount—guides must be prepared to handle different scenarios, from first-time consumers to seasoned enthusiasts, ensuring that each experience is safe, enjoyable, and culturally sensitive.
The Future of Cannabis Tourism
With legalization expanding globally—whether for medical, recreational, or hemp purposes—the landscape is ripe for innovative, curated experiences. Mariano pointed out how hemp’s sustainability and wellness applications are opening new avenues for eco-conscious tourism, such as hemp construction courses and immersive wellness retreats.
The certification program aims to cultivate a network of competent guides worldwide, capable of delivering memorable, responsible, and culturally rich cannabis experiences. To enroll or learn more, interested parties can visit their website at worldcannabistouristguide.com or follow their Instagram handle green_underscore_tourist_guide.
Final Thoughts
As Veronica and Mariano concluded, this is an exciting time for cannabis tourism—an industry built on respect, education, and sustainability. Their work is instrumental in shaping a responsible future where travelers can explore the plant’s benefits while honoring local cultures and laws.
Travel Tuesday is proud to spotlight these pioneers who are helping to elevate cannabis tourism to a new level of professionalism and cultural integrity. Let’s do it right—because it’s ganja time.
