The cannabis tourism market was valued at approximately USD 10.23 billion in 2023 and is projected to grow to USD 23.73 billion by 2030, with a compound annual growth rate (CAGR) of 12.38% from 2024 to 2030. This growth is driven by increasing demand for unique experiences alongside growing legalization and regulation of cannabis.

As more countries and states legalize cannabis for recreational use, the market is set for expansion. A study by the Dutch government indicated that 58% of international tourists visit Amsterdam specifically to consume recreational cannabis, and business in Dutch coffee shops has seen a boost since the onset of the pandemic. With the rising acceptance of cannabis globally, the market is expected to continue its upward trajectory throughout the forecast period.

However, new regulations regarding cannabis usage in Amsterdam may significantly impact the cannabis tourism sector. Historically a leading destination for marijuana enthusiasts, Amsterdam's changing regulations could shift the landscape, allowing emerging destinations in Asia, Africa, and the Americas to capitalize on evolving market dynamics. Countries such as South Africa, Uruguay, Germany, Jamaica, Malta, Canada, and the U.S. are already relaxing their cannabis laws to attract an increasing number of tourists seeking cannabis-friendly experiences.

In the U.S., over 19 states and Washington D.C. now allow recreational cannabis use, drawing visitors from neighboring states and abroad. According to an article from MJBizDaily, Michigan's cannabis industry experienced a notable 30% increase in total sales in 2023, driven by a 15.7% rise in adult-use cannabis sales.

Key Market Trends & Insights

• The U.S. cannabis tourism market dominated the sector, accounting for over 50% of total revenue. With 19 states and Washington D.C. permitting recreational use, the U.S. is a key driver of growth. Millennials increasingly favor destinations where cannabis is legal, with 50% considering it essential for vacation planning. This legalization opens opportunities for destinations to integrate cannabis tourism into their broader visitor economy and enhance community engagement.
• The 25 to 44 age group led the market with a revenue share exceeding 44% in 2023 and is expected to grow at the fastest rate during the forecast period. This demographic comprises a significant portion of current cannabis consumers and will likely continue to seek cannabis-friendly destinations, fueling the rise of cannabis tourism worldwide.
• The privately-owned distribution channel segment accounted for the largest revenue share of over 38% in 2023 and is predicted to experience the fastest CAGR during the forecast period. Privately owned dispensaries and tour operators are poised to provide more personalized experiences for cannabis tourists, catering to their specific preferences.

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Market Size & Forecast

• 2023 Market Size: USD 10.23 billion
• 2030 Projected Market Size: USD 23.73 billion
• CAGR (2024-2030): 12.38%

Key Companies & Market Share Insights

The market is highly fragmented, with the presence of many country-level players. Key market participants are divided into various strategic initiatives to expand their business footprint and gain a competitive edge in the global market. Some of the emerging players in the market include GanjaVacations, USA Weed.org, Aurora Cannabis, and Tilray Brands.

Key Players

• VISIT MODESTO
• Discover Southern Humboldt
• Bud and Breakfast
• Emerald Farm Tours, LLC.
• Niagara Weed & Wine.
• Okanagan Cannabis Tours
• Victoria Cannabis Tours Ltd.
• Del Mundo Cannabis
• Canopy Growth Corp.
• TPCO Holding Corp.

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Conclusion

The cannabis tourism market is on a significant growth trajectory, driven by legalization trends, changing consumer preferences, and the rise of new destinations. As more regions embrace cannabis-friendly regulations, the opportunity for market expansion will continue to grow, providing a rich landscape for both established and emerging players in the industry.