After documenting cannabis destinations across the United States and Caribbean, I’ve discovered that travel stories about cannabis create economic surges that benefit entire business ecosystems, extending beyond the dispensaries and events featured in articles. Understanding these patterns can help local businesses tap into revenue streams they never knew existed, because every cannabis destination contains hidden revenue opportunities waiting to be unlocked.
How Cannabis Travel Coverage Creates Revenue
Research from the Marijuana Business Factbook shows every dollar spent at a cannabis business generates an additional $2.50 in economic value through multiplier effects. Cannabis tourism itself has had explosive growth, with the global market projected to reach $25.7 billion by 2030 and expanding 13.2% annually, according to Research and Markets. Yet most local businesses remain unaware of how cannabis travel coverage amplifies these numbers.
Oakland, California, provides concrete evidence. Emerald Cup 2024 was held in Oakland with attendees spending more than $1 million in the local market, and total sales reaching $1.7 million including indirect impacts, according to the tourism-focused nonprofit Visit Oakland. A critical detail: 44% of attendees traveled from outside California, spending money on hotels, restaurants, transportation and retail completely unrelated to cannabis. The event generated 3,332 room nights and $490,149 in lodging revenue alone.
Cannabis travel stories operate as destination marketing that traditional businesses never pay for but directly benefit from. When publications feature a city’s cannabis scene, they’re essentially conducting free advertising for every restaurant, hotel, coffee shop and attraction within that market.
Hidden Beneficiaries of Cannabis Coverage
Cannabis tourists don’t isolate their spending. They book extended stays, eat multiple meals, rent cars, visit museums, shop local retailers and explore surrounding areas. The World Travel and Tourism Council data shows tourism’s indirect effects account for 50.7% of total GDP contribution from travel⁴.
Denver’s experience is a perfect example. Cannabis tourism sparked widespread hospitality sector adaptations, with bed-and-breakfasts implementing 420-friendly options and coffee shops creating cannabis/hemp infusions. Restaurants particularly benefit from cannabis travel coverage because consumption increases appetite and social dining experiences.
Local transportation services see upticks from tourists avoiding driving. Bookstores and entertainment venues gain customers seeking low-key hangout spots. Art galleries and music venues attract visitors exploring local culture between dispensary visits.
A beachside massage was one of many activities the author enjoyed on her travels —
and a prime example of cannabis enhancing local tourism.
Strategic Opportunities Companies Overlook
Most businesses fail to leverage cannabis travel momentum strategically. Take bakeries near featured dispensaries. They could capitalize by promoting their treats, creating comfortable seating areas and market themselves as a munchies destination for cannabis tourists.
Cross-promotional partnerships remain underutilized. Restaurants could partner with featured dispensaries to offer receipt-based discounts to cannabis customers. Hotels could create packages combining accommodations with local cannabis experiences. Transportation companies could develop cannabis-tour services.
The spillover effect creates opportunities for businesses to differentiate without direct cannabis involvement. Pet-friendly hotels attract cannabis tourists traveling with companions. Wellness spas appeal to visitors seeking relaxation experiences. Bookstores stock cannabis-related titles and host author events.
Market-Wide Validation Effects
Cannabis travel coverage provides market validation that extends beyond individual businesses. When respected publications feature a destination’s cannabis scene, they signal safety, legitimacy and quality to mainstream tourists who might otherwise avoid the market entirely.
This validation effect benefits small businesses struggling with payment processing and banking restrictions. Travel coverage helps normalize cannabis consumption as part of legitimate tourism experiences, reducing stigma that previously limited customer bases.
Visit Oakland’s Impact 510 campaign exemplifies strategic thinking, generating 4.2 million impressions while highlighting equity-owned businesses throughout the city’s cannabis trail. The campaign attracted diverse visitors who spent $583 million across multiple business categories beyond cannabis retail.
Expanding Revenue Recognition
Cannabis travel coverage represents untapped revenue streams for entire business communities. Rather than viewing cannabis tourism as a niche market activity, local businesses should recognize travel stories as destination marketing that drives broad economic activity.
Smart destinations now integrate cannabis tourism into comprehensive economic development strategies. Missouri’s cannabis microbusiness licenses specifically target tourism markets, recognizing potential for small-batch producers to attract niche travelers.
The mathematics remain compelling: Cannabis tourism generates broad economic multiplier effects, travel coverage amplifies destination awareness, and strategic businesses position themselves to capture spillover revenue. Markets that understand these dynamics gain competitive advantages over destinations treating cannabis tourism as isolated industry activity.
Companies missing these opportunities are leaving money sitting on tables while competitors serve meals at those same tables to cannabis tourists.
Veronica Castillo is the author of Cannabis Legacy Chronicles, a book that documents the 30,000-foot view of America’s cannabis equity revolution. Known as the Traveling Cannabis Writer, Castillo spent six years traveling across the United States and Caribbean to document the people and businesses of the cannabis industry, including a focus on Black-, Brown- and women-owned businesses and those impacted most by the War on Drugs. Her work highlights cannabis communities, cultures and the economic impact of cannabis tourism.
With a background bridging professional business insights and creative storytelling, she offers a unique perspective on how cannabis tourism drives local economic development.
Castillo is currently working on Part 2 and 3 of the Cannabis Legacy Chronicles series, which will be published by region. Part 2 will focus on the South and is expected to be available by the end of 2025. Part 3 will focus deeper on cannabis markets in Thailand and the Caribbean.
Cannabis Legacy Chronicles is available on Amazon.