Cannabis Travel Weekly - No. 23

United States - As Destinations Refresh Visitor Economy Strategies, Cannabis Offers Opportunities

Summary: "Remaining competitive:?As many countries around the world are taking advantage of international travel’s comeback to refresh their own strategies—whether in terms of marketing, improving the travel experience or actively engaging with other markets to facilitate bilateral tourism—the global travel market has become increasingly competitive. The U.S. needs to take an increasingly active role in learning from various best-practices among our competitors and continuously work to keep improving the travel experience at every step of the process. We are well into 2023, and the U.S. finally officially?announced?this week that it will be ending the COVID-19 vaccine requirements for international air travelers on May 11, the same day that the COVID-19 public health emergency ends. This announcement is especially symbolic as the U.S. was the last major market to have such a restriction in place." Destinations International

Travel Lens Commentary: A great article by economist Aaron Szyf, MALD at the U.S. Travel Association . Let's unpack a few of the key concepts that double as opportunities when looked at through the cannabis travel lens.

(1) Global travel market has become increasingly competitive. - as the global travel market grows increasingly competitive, differentiation is powerful strategy. Modern day cannabis and hemp travel experiences are a differentiator for destinations, plain and simple. There are a few select destinations like California and Las Vegas, that have this specific cannabis differentiator card in their deck.

(2) Refreshing strategies. - The notion of refreshed strategies, how exciting. Blue sky thinking. Innovation. Creativity. Leaning into modern day popular culture trends to attract a younger travel audience. Cannabis and hemp travel experiences are happening everyday. Cannabis and hemp products are being legally sold and consumed by visitors in destinations around the world everyday just like food in restaurants, wine at wine tasting rooms, and draft beer at tap houses. Cannabis today increasingly represents balance and well-being, and is re-integrating back into mainstream global culture. There are data-driven cannabis and hemp-related opportunities for destinations to consider for their 'refreshed' strategies right now, that will drive growth and success and tap into a newer younger travel audience - and those strategies do NOT necessarily include smoking or intoxication of any kind. Getting educated, understanding the data, and knowing your options is the first step.

(3) Continuously work to keep improving the travel experience at every step of the process. - For any industry, innovation is important. For the Travel Industry, continuously improving the travel experiences at every step of the process is important. Evolving, innovating, and being inclusive of all tax paying legal businesses in your destination that serve visitors with travel experiences is time well spent. Making space to understand new trends emerging that are intersecting with the travel economy in a powerful way, is a worthwhile exercise. Best Practices matter. Every industry and business must care about Best Practices and staff training, and the systems and processes to support those Best Practices, driving forward success. If you are in a destination where cannabis is legal, what are your Best Practices for cannabis? From stakeholder education, to hospitality frontline staff training, to visitor services, to marketing - what are your Best Practices for cannabis and hemp? In California in 2022, cannabis sales represented roughly 20% of the $26 billion in cannabis sales nationwide, many of which were visitor spends in the travel economy. California is a leading travel destination globally and cannabis is part of the scene today, attracting visitation. For California and other destinations, the modern day cannabis travel trend offers incredible opportunities. #cannabistravel #cannabistourism #hemptravel #hemptourism Applegarth Strategies #effectpairingcannabis #flowstate #mindsetandsetting Cannabis Travel Association International

Missouri - Cannabis Tourism Contributes to the $72 Million Captured in the 1st Month of Cannabis Sales for the State

Summary: "Missouri started selling legalized recreational cannabis products in early February, and sales have already exceeded expectations. During Missouri’s first full month of sales activity, the state recorded $72 million in revenue, which was about $33 million more than Illinois collected during its first month. Missouri appears to be benefiting from “cannabis tourism,” which occurs when residents of states that haven’t legalized marijuana travel to a nearby state that has legalized the drug for recreational purposes. The legal cannabis industry is expected to rake in more than $30 billion in sales during 2023. And by 2028, that figure could exceed $50 billion, which would put it on par with the coffee industry, which pulls in roughly $48 billion annually. In 2023, three new states have already legalized recreational marijuana, including Delaware, Missouri and Maryland. According to?a report compiled by the Urban Institute, California, Washington, Illinois and Colorado brought in the most revenue from cannabis-related taxes in 2022. California collected roughly $775 million last year, while Washington, Illinois and Colorado all brought in $517 million, $466 million and $353 million." #cannabistravel #cannabistourism #cannabisaccess #drycountywetcountytravel

Travel Lens Commentary: Once again, cannabis tourism and travel makes itself known. There are many models and forms of cannabis travel today - infusing dining, spa experiences, farm tours, cannabis lounges, and more. In this 'emerging market / emerging region' instance however, the cannabis tourism boost comes in the form of 'accessibility' and the 'dry county, wet county' model, once again. Bordering states and their residents and visitors will travel across state lines to access tested and regulated cannabis products, plain and simple. Sometimes, crossing state lines to see and experience a cannabis shop in person, as a travel experience, is also part of the allure - all translating to tax revenue for the state that is offering access to safe cannabis products for adults ages 21+. State of Missouri Visit North Missouri Missouri Travel Council Assn #cannabistravelstrategy #cannabistourismstrategy

Canada - BC Ministry of Tourism, Arts, Culture, & Sport Awards $100k Grant to Stand-Up Cannabis-Inclusive Farmgate Tour Project

Summary: "$100,000 grant received by the Columbia Shuswap Regional District (CSRD) from the Ministry of Tourism, Arts, Culture and Sport will be going towards the creation of the Farmgate Tour project. $100K grant to kick start Farmgate Tour project in the Shuswap. Initiative intended to help support local farmers, expand shoulder season travel. “Farmstands are a popular experience and a driver for agritourism,” said the CSRD in a related media release. “We are proposing a Farmgate Tour through the Shuswap to create an exciting visitor experience that supports local farmers, increases tourism to the regional economy and expands into shoulder season travel.” #cannabisisag #directtoconsumer #agritourism #originscouncil Genine Coleman Velvet Kavanagh Susan Dupej CCTA: Canadian Cannabis Tourism Alliance The Cannabis Trail, Inc.

Travel Lens Commentary: Similar to meeting the wine-maker or vintner, when it comes to farm-direct cannabis sales, Canada is leading the world in allowing the creation of that new personalized kind of cannabis retail experience for visitors - access to the actual source and hearing about the craft from the passionate farmer behind it. The financial and regulatory hurdles toward putting Farmgate in action are in question and being worked through, however the foundational building blocks are there, rightfully acknowledging that cannabis is indeed a plant and indeed agriculture. Regions that enable and empower small craft farms to create special experiences for visitors will enjoy unique travel economy first movere benefits, both short term and long term. Evolving the modern agri-tourism angle of cannabis, both indoor and outdoor, will prove to be a key differentiator when it comes to the sophisticated craft cannabis scene of tomorrow. Small farmers being legally allowed to connect directly with and sell directly to visitors is a key capability for the modern day cannabis travel trend. Congrats on the progressive approach, Canada. #farmgate #cannabistravel Tourism Industry Association of BC (TIABC)