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96992 10 Jul 2020

MMGY Travel Intelligence and Enlightn Strategies on Cannabis Tourism

Cannabis Tourism: First-Ever Comprehensive Survey Examining U.S. Leisure Travelers’ Views

KANSAS CITY, MO (July 9, 2020) — MMGY Travel Intelligence, the leading source of strategic insight for the travel and tourism industry, and Enlightn Strategies, the most trusted advisor in the CBD and cannabis-related tourism space, have announced today key findings from a new report, Cannabis Tourism: Opportunities, Issues and Strategies. This report contains the results of a survey conducted amongst 1,500 U.S. leisure travelers to determine their interest in and understanding of recreational cannabis-related products, experiences and services when vacationing.

“Cannabis tourism is still in its infancy but has the potential to grow exponentially over the next few years,” said Chris Davidson, Executive Vice President, Insights & Strategy, MMGY Travel Intelligence. “This study goes a long way in giving the industry actionable data to refine marketing strategies and develop new cannabis tourism offerings.”

Cannabis is now legal in 11 U.S. states and Washington D.C. for recreational use and can be enjoyed by vacationers in many forms. The survey shows that 87% of respondents believe that the recreational use of cannabis will be legal in most states within the next few years, and two-thirds of respondents have positive feelings toward legalizing cannabis for recreational use.

Key findings from the survey include:

  • Cannabis experiences that motivate respondents to travel include visiting a dispensary, trying CBD- and  THC-infused edibles or drinks, experiencing a spa treatment with a CBD product, and sampling cannabis in a safe environment.
  • Adults interested in cannabis-related activities on vacation are significantly more likely than the typical  leisure traveler to describe themselves as a foodie, beach bum or outdoor adventurer. They are also more likely to describe themselves as a music aficionado, music festival enthusiast, wine or craft beer lover or a sports addict.
  • Where recreational use of cannabis is both legal and regulated, it is also perceived to be relatively safe.
  • There is confusion among respondents about where people can possess and consume cannabis in destinations where recreational use is legal. Over half (54%) of respondents thought people can be arrested for possessing cannabis in destinations where it has been legalized for recreational use. 

“Intelligence about the cannabis-motivated travel audience will support the normalization of this growing, multifaceted trend,” said Brian Applegarth, President of Enlightn Strategies and a cannabis tourism subject matter expert. “This groundbreaking research unlocks the opportunity for destinations to differentiate themselves and increase tourism revenue through engaging the cannabis traveler.” 

To purchase the full Cannabis Tourism: Opportunities, Issues and Strategies report or to request a customized report, click here.


About MMGY Travel Intelligence

MMGY Travel Intelligence is MMGY Global’s industry research and insights brand, offering proprietary data and research including DK Shifflet, MMGY Global’s Portrait of American Travelers® and travelhorizonsTM, all of which are designed to power travel industry decision-makers through consumer insights, travel performance data, and audience modeling and segmentation. To learn more about the extensive collection of research, analytics and strategy services, visit or email us at

About Elightn Strategies

As trusted advisors, Enlightn works with destination and hotel stakeholders to develop a data-driven, customized cannabis-tourism plan that engages and serves the active cannabis-traveler audience. The Enlightn mission is to provide turn-key solutions that reduce risk, increase visitation and drive tourism revenue. To learn more about cannabis tourism strategy, experience development and integration services, visit or email us at