The cannabis tourism industry is reported to be valued at $17 billion and could begin to grow rapidly post-COVID. A report featured in Forbes states that 50% of millennials think that adult-use cannabis access is important when making plans to travel, and that 43% of millennials specifically choose a destination because of legalization.
According to Emerald Farm Tours Co-founder Victor Pinho, cannabis tourism has a lot of potential. “They’re tourists and they’re shopping—they are here to spend money in the mecca of weed,” he told Forbes of his business, which is located in Northern California. He also estimated that tour
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