A lack of regulations for consuming cannabis in social spaces in Canada is hurting opportunities for cannabis tourism, as well as the country’s position as a global leader when it comes to legalization, says University of Guelph, Ontario, economic geographer Dr. Susan Dupej.
“Canada is slow to emerge as a vital sector of the broader cannabis tourism industry due to a lack of regulations that support it, which is an obstacle for tourism and hospitality,” she explains.
The global cannabis tourism market is expected to reach a value of $25.7 billion by 2030, according to Deloitte. In Canada, the cannabis market could reach $7 billion by 2025.
That growth is driven by legalization, Dupej says. However, rules about public and social cannabis consumption are largely absent from Canada’s legalization strategy.
Canada is a tourism destination known worldwide for quality, safe experiences, scenic landscapes and wilderness that Dupej says could incorporate cannabis-centred experiences, comparable to the wine industry.
“Allowing for an agricultural product to be purchased and sampled where it is grown provides significant tourism opportunities,” she says.
Currently, the Cannabis Act does not allow the public into cannabis grow operations, prohibiting the kinds of services wineries offer – guided tours, tastings, food pairings, exclusive product purchases and vineyard stays.
There are also options for cafes, consumption lounges, wellness retreats that combine spa treatments with cannabis-infused therapies.
A new frontier for cannabis in Canada
This has not stopped tourism suppliers but prompted them to self-regulate and advocate for changes.
“Regulations will open up a new frontier for cannabis in Canada and simultaneously push a socially responsible and progressive agenda for tourism that benefits tourists and citizens alike,” Dupej says, and developing policy retains Canada’s position as a global leader in setting precedent for legalization.
“In all its forms, cannabis tourism is an educational platform for learning about the plant, understanding how it interacts with the body, making legal purchases, building community and making visible cultural contexts in different locations,” Dupej says.
Dr Susan Dupej is a post-doctoral fellow at the School of Hospitality, Food and Tourism Management at the Gordon S. Lang School of Business and Economics. Her research focuses on agritourism, particularly the impact of cannabis legalization on Canada’s tourism industry.
This research is funded by the Ontario Agri-Food Innovation Alliance, a collaboration between the Government of Ontario and the University of Guelph.
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