Rolling Stoner founder and publisher Cameron Bramley is the man behind getting Route 420 off the ground. He says the private club model is the most compliant foundation for developing canna-tourism industry in the safest, most responsible way, and that through Route 420 privagte cannabis clubs can begin discovering each other as well. Here Bramley shares his vision and insights in this Q&A with Cannabiz Africa’s Brett Hilton-Barber.
BHB: Cameron, you’ve been working on a cannabis tourism framework for four three and a half years. The tourism side speaks for itself, but what gave you the inspiration and motivation for bringing the cannabis element into the equation?
CB: The idea originated after I read an article in one of the first issues of Rolling Stoner magazine.
Once we set out on the road, the dream started to become real. I drove thousands of kilometres across South Africa, stopping at 420-friendly places from Joburg to St Helena Bay and beyond.
Since then, we have travelled over 200,000 kilometres and visited nearly 700 cannabis-friendly locations. It soon became clear that this initiative was not just about stores but about people, places, stories, culture, and community.
South Africa already has an established cannabis scene, present in towns, small shops, hidden corners, and many unexpected locations across the country. We’re establishing Route 420 to connect these elements responsibly, integrating cannabis into the broader tourism landscape without portraying the industry as loud, reckless, or misunderstood.
Cannabis has remained largely unrepresented for many years. I saw an opportunity to provide it with a positive voice that highlights the people, communities, and travel experiences associated with it.
Tourism inspires exploration, while cannabis contributes culture, community, and unique stories. Route 420 aims to unite these aspects and encourage South Africans to discover the hidden gems within their own country.
BHB: Describe the 420 Routes as they are evolving now?
CB: The routes are changing from something we stumbled upon while travelling to something much more organised. At first, Route 420 was all about travelling, meeting people, visiting stores, lounges, and cannabis-friendly places, and learning what was already out there. After all our travels and adventures around South Africa, we realised these spots weren’t isolated. They were linked by towns, stories, communities, landscapes, and experiences. This realisation is shaping the current evolution of the 420 Routes.
We are developing curated travel experiences that connect authenticated cannabis-friendly venues with the broader tourism sector. Each route is designed to offer a comprehensive experience, incorporating cannabis-friendly venues, local towns, people, cuisine, scenery, accommodations, back roads, and the unique stories along the way.
Now, it is no longer just Cameron and Taz exploring and documenting. We are building a collaborative framework that invites broader participation. Our goal with Route 420 is to connect cannabis culture with responsible travel, local tourism, small businesses, and community engagement.
This is what excites me most. Route 420 does not seek to invent cannabis tourism in South Africa, but rather to organise what already exists, provide better structure, and enable people to experience it in a more responsible, meaningful, and memorable way.
BHB: From a geographical perspective, if an international tourist asks you what South Africa’s top canna-tourism attractions are, what do you tell them?
CB: That is always a difficult question, because South Africa’s canna-tourism attractions are not sitting in one neat little cluster. Ultimately, the answer depends on the individual traveller. Some people want the Cape Town lifestyle side of the culture, with members’ clubs, lounges, food, music and coastal routes. Others want small-town stops, mountain passes, farm-style experiences, bushveld escapes, beach towns, hidden viewpoints, local stores, wellness spaces or places where cannabis culture connects with adventure and community.
That is why Route 420 exists. If an international tourist asked for recommendations, I would suggest booking a tour or exploring through the framework we are developing. South Africa offers too much variety to limit it to one or two attractions. The key is matching each traveller to the appropriate route, region, venues, and experiences.
For some, the highlight may be a private cannabis-friendly club in Cape Town. For others, it could be a small coastal town, a locally owned store, a mountain road, a meaningful conversation, or an unexpected sunset. Therefore, I would not describe South Africa’s canna-tourism appeal as a single destination, but rather as a network of experiences. Route 420 helps travellers navigate this network responsibly, safely, and with greater understanding of the people and places involved.
BHB: What’s the legal framework under which the canna-tourism sector can develop? Is it an extension of the private club model? I mean, can mainstream travel agencies offer cannabis packages?
CB: The legal framework must be developed with care, as cannabis tourism in South Africa cannot operate without clear guidelines. At this stage, the responsible way to develop canna-tourism is to work within the private-use framework, tourism law, transport law and venue compliance. Cannabis use is still not something that can be promoted in public spaces, and it should never be encouraged before any tourism activity that requires sober judgement, such as driving, diving, hiking, adventure sports, boating or anything where safety could be affected.
So, for us, the framework is not about saying, “Come to South Africa and consume cannabis anywhere.” That would be irresponsible and legally risky.
It is more about building a responsible tourism model centred on authenticated venues, private spaces, licensed transport, education, local experiences, and proper route planning.
In that sense, it follows the same logic as normal tourism transport. If people are being moved between destinations, operators need to comply with the correct tourism transport licensing requirements. The cannabis element does not remove those obligations. It actually makes responsibility even more important. Whether it is an extension of the private club model depends on the specific venue and how it operates.
Some experiences may connect with private, members-only spaces, but Route 420 is not simply trying to turn tourism into a cannabis-club model. The bigger opportunity is to create a framework where cannabis-facing destinations can sit alongside mainstream tourism in a way that is structured, compliant and respectful of the law.
The foundation of cannabis tourism must be safety, privacy, legality, and respect. If these principles are upheld, the industry can grow without harming the broader tourism sector or perpetuating stigma.
BHB: You’ve put the 420 Route basics on the map and invited the broader cannabis community to get involved; where do you see it going from here?
CB: From here, I see Route 420 becoming much more than a map. Mapping the basics was the initial step, demonstrating the industry’s presence across South Africa, from major cities to small towns, coastal stops, inland routes, and unique local spaces. The next phase focuses on effectively connecting these points.
The Route 420 team is working to unite various industries. Cannabis operators, tourism businesses, accommodation providers, transport services, local attractions, event organisers, and community members all play important roles, though they often operate independently. Our role is to facilitate communication among these groups in a legal, responsible, and practical manner.
The future involves building a structured, trustworthy system. This includes authenticated cannabis-focused venues, responsible route planning, reliable transport partnerships, clear safety standards, and improved information for travellers. It is also essential to ensure that the cannabis element does not compromise safety or the broader tourism experience.
We want Route 420 to become a framework that is useful for everyone. Travellers should be able to explore with confidence. Tourism operators should know they are working with credible cannabis-facing partners. Cannabis businesses should have a way to participate responsibly. Communities should feel that this adds value, not create problems.
The next step is collaboration. We are committed to transparency and invite the broader cannabis community, tourism sector, and responsible operators to help shape this initiative.
Our long-term vision is a national canna-tourism network that is safe, trustworthy, legally compliant, and proudly South African. This system will connect people to places and foster collaboration among industries that have long operated separately.
BHB: How can interested parties get involved?
CB: Please contact Route 420 to get involved. If you are a cannabis-focused venue, tourism operator, accommodation provider, transport partner, event organiser, local business, or community member who can make a meaningful contribution, we encourage you to reach out.
The only requirement is that participation must be responsible, legal, and aligned with our broader vision. Route 420 does not promote reckless cannabis use. We are building a trusted tourism framework that connects people, places, and experiences safely and effectively. If you wish to be part of this future, please reach out, begin the conversation, and help us build meaningful connections.
BHB: Where is your go-to canna-tourism escape space in SA – and anywhere else in the world?
CB: I have many favourite places, and each one has its own unique appeal. That is the beauty of this journey. Some destinations stand out because of the people. Others because of the setting, the atmosphere, the music, the food, the view, or the story behind the space.
For me, canna-tourism is not about choosing one perfect destination. It is about discovering how many different kinds of experiences South Africa has to offer, and how each stop adds something special to the wider Route 420 story.
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