There’s adventure travel, luxury travel, family travel…but there’s a new emerging sector in Canada that’s a big opportunity for businesses to develop new products based on consumer demand - Cannabis Tourism.

Cannabis is slowly escaping its “stoner” stigma since 2018 when PM Justin Trudeau made simple possession no longer a crime. It’s now available in neighbourhoods across the country via dispensaries and come in government-approved forms that include oils, gummies, candy and even drinks.

It’s a new acceptance, Canadians officially have the “ok” to use it. No more hiding in secret.

In fact, it’s becoming so mainstream that New Heights Cannabis counts the Tourism Industry Association of Ontario (TIAO) among its visionary partners and they are part of the upcoming New Heights Cannabis Tourism Summit on October 25.

TravelPulse Canada spoke with New Heights Cannabis founder Jennifer Mason and HiBnb founder Elizabeth Becker about the growth the industry is seeing and how that is translating into a new tourism niche.

“People are looking for a way to integrate cannabis into their daily lives in a safe, responsible and legal way now and now that it's legal, they’re looking for new ways to enjoy it,” says Becker. “People really want to socialize, and they want to be physically active; they want to travel and enjoy cannabis without feeling like they have to smoke in a back alley.”

HiBnb is an innovative start-up dedicated to helping cannabis loving travellers find the right play to “stay, play and get hi.” While their target market focuses on millennials, studies are showing that the overall market demographic skews older – half of dispensary customers are over the age of 55. They’re what’s dubbed “legacy users;” once using illegally they’re excited it’s now allowed and are looking for new cannabis experiences to explore.

Mason says more education and opportunities are needed in the industry, that while Canada is progressing, there is still a lot to be done to capitalize on this growing niche market. One example is changing the laws to allow for “farm gate” stores, which allow the purchase of weed after a tour, similar to the way visitors can buy wine after a winery tour.

“Ontario's more advanced than most other provinces and there are a few farm gate places open right now. But wouldn't it be great if you could do a weed tour and you could have the same experience as a winery – see, taste, feel smell touch the plant and then take it home with you?”

Mason is conducting the first Canadian research study designed to determine the size of the market and provide insights on the profile of the cannabis tourist, their preferences and purchase intent for incorporating cannabis experiences into their travel plans. This study will provide the data that the industry needs in order to feel confident in investing in cannabis tourism.

“Currently we are only able to reference US data on canna tourist profiles (California & Colorado mainly). We are aiming to shed light on this when we have the data back from our survey - the 1st Canadian Cannabis Tourism Research Study will be published in early 2022.”

The New Heights Cannabis Tourism Summit is happening virtually on October 25 from 9:00am to 4:20pm. To learn more and to register, click here.

Travel agents interested in adding Cannabis Tourism to their rosters can contact Megan Crofts (Coordinator@NewHeightsCannabis.com) at New Heights Cannabis for a list of tour companies offering Cannabis Tourism experiences.