The Limits of the Cannabis Tourism Industry in Canada

With international COVID regulations lifted, our beloved Canadian cities will once again welcome tourists looking for a beauty named Mary Jane to lift their spirits. One estimate of the impact of cannabis tourism on Canada’s economy is a $2 billion boost. Unfortunately, the industry faces severe restrictions, and Canadian cannabis entrepreneurs are jumping through hoops to meet strict government regulations.

Challenges Amid the Rise of Cannabis Tourism

In an era of ongoing cannabis prohibitions with disheartening consequences (from at least four years in prison in Turkey to the bone-dry death penalty in Singapore), it’s easy to imagine why buying a plane ticket would be far preferable to hiring a lawyer. A 2021 study observed the appeal of cannabis tourism, with researchers reporting that cannabis-using travelers perceive marijuana use in the context of tourism as less dangerous to personal health than everyday use.

In 2013, Uruguay became the first country to fully legalize the sale and distribution of cannabis, followed by Canada in 2018. Canada further cemented its position at the forefront of a burgeoning cannabis tourism industry by establishing itself as the only country in the world that this allowed cannabis sales to foreign passport holders. However, the global community does not perceive Canada as a hotspot for cannabis culture. Rather, destinations like Amsterdam and Colorado, where the sale and distribution of cannabis is not yet legal under federal law, attract cannabis-seeking tourists.

What experts say

Canadian cannabis experts aren’t shy about expressing what’s holding back our industry’s growth, pointing to a lack of supportive infrastructure, weak marketing pressures, and overly enforced direct selling restrictions. Jamie Shaw, director of the BC Independent Cannabis Association, speaks out against the inaccessibility of grants. Shaw notes a lack of cannabis grants and programs traditionally available to small businesses.

Additionally, companies like JP Mariwell are frustrated by the stigma against cannabis, emphasizing that strict government regulations are constraining an industry that has the potential to grow to the same scale as wine tourism, which accounts for $1.5 billion in national revenue per year brings. Although Mariwell provides tours of scenic cannabis plantations and bistros to host taste tests, the regulations prohibit consumers from visiting production sites and consuming on-site.

Push for acceptance

Since legalization in 2018, cannabis has contributed $43.5 billion to Canada’s GDP and generated $15.1 billion in taxpayers’ money. Recently, government officials have increasingly recognized the economic potential of cannabis and have begun easing restrictions. Even Premier John Horgan claims, “We in BC have a legendary product and it’s not going to the legal market.”

While cannabis-related products, labels, and packaging may not be visible from the street, by 2020, British Columbia cannabis stores will no longer need to black out windows. Shopping malls in Ontario are also welcoming general access by opening several cannabis stores, signaling a change in public attitudes.

As passionate cannabis growers and business owners continue to fight for their dreams, one can hope that the Canadian government will reciprocate these efforts by providing fair opportunities to what is undoubtedly a lucrative industry.