Want to work with us?
For 35+ years, we've led the way in food, beverage and hospitality marketing. Fill out the form below to start crafting your success story today.
Golden State Green Rush: California’s Latest Cannabis Tourism Initiatives
Known for its forward-thinking approach to hospitality, entertainment and life in general, it’s no surprise that California is leading the charge in cannabis tourism. With diverse experiences that cater to seasoned cannabis consumers as well as newcomers, the Golden State is paving the way for a new strain of travel and recreation.
Mendocino County Tourism: Rolling Through Weed Country
Mendocino County, California, has long been synonymous with cannabis cultivation, as it’s located in the nation’s largest cannabis-producing region (also known as the Emerald Triangle). Its “Cannabis Trail” has existed for nearly a decade, laced with history, agricultural experiences, culinary delights and more.
The trail includes monuments and cultural landmarks showcasing the cultural and historical roots of cannabis in the region. Visitors can tour organic cannabis farms to learn about sustainable growing practices, from seed to harvest. Select farms offer guided tours that explain the intricacies of cannabis cultivation, allowing guests to learn about the craft behind each strain. In addition to farm tours, the Cannabis Trail features tasting sessions where visitors can sample locally grown cannabis in a controlled and safe environment, often paired with gourmet meals or local wines to enhance the experience.
Some venues along the Cannabis Trail have become popular spots for special events, such as cannabis-infused weddings, making Mendocino a unique destination for couples looking to celebrate in a non-traditional way.
In a newly forged partnership, the Cannabis Trail is primed to reach new heights. Mendocino County has seen 60% more visitors annually since 2017, inspiring a new cannabis co-op with Visit Oakland, Visit Mendocino County and the Humboldt County Visitors Bureau. This collaboration aims to integrate cannabis experiences into broader tourism offerings, attracting even more visitors and enhancing the region's appeal.
The State of Cannabis Tourism at the California State Fair
The California State Fair recently made headlines, and it wasn’t due to deep-fried Oreos. This year’s "California Cannabis Experience" spanned more than 30,000 square feet and attracted over 100,000 visitors. The exhibit included live cannabis plants, educational panels and even a competition where cultivators showcased their best strains. A key feature was the pop-up retail area, where award-winning cannabis brands sold their products. This was a historic first for a state fair, allowing visitors to purchase and consume cannabis on site.
The California Cannabis Experience included a “Terpene Wall” where attendees could explore the aromatic profiles of different strains. A 100-point evaluation scale, similar to wine tasting, was introduced to judge products.
The exhibit attracted both cannabis enthusiasts and the cannabis-curious, many attending the fair specifically for this experience. The success of this initiative highlights the potential for safely integrating cannabis into large-scale public events, offering educational and sensory experiences that appeal to a wide audience.
Green Is the New Gold: The Cost of Cannabis Tourism
While cannabis tourism in California offers unique and immersive experiences, it often comes with a higher price tag. According to GreenState, several California cities known for their cannabis culture, such as San Francisco and Los Angeles, rank among the most expensive destinations for travel in the U.S. For instance, 420-friendly accommodations in San Francisco can set you back more than $360 per night. This highlights the need for both travelers and businesses to plan wisely, as the high costs could potentially limit access to a broader audience.
Tourism Impacts Outside of California
As cannabis continues to gain legal ground across the United States, the tourism industry is taking notice. From cannabis-friendly accommodations and farm tours to educational exhibits at state fairs, the possibilities seem endless. However, players in the travel, tourism and hospitality industries have to navigate a complex web of safety regulations and compliance to ensure these experiences are not only memorable but also legal.
As this industry continues to grow, Marriner Marketing is here to help you stay ahead of the curve and capitalize on emerging trends. Let’s connect and explore how we can support your business in this dynamic market.