Cannabis and hemp tourism is an emerging and often complex sector at the crossroads of travel, wellness, agriculture, hemp, cannabis, and hospitality. This new industry vertical is rapidly growing, yet its unique blend of themes, regulations, and visitor expectations can create confusion and uncertainty for stakeholders, advocates, and the public. The 2025 Cannabis Tourism Lexicon is designed to simplify and strengthen communication within this space, providing a values-based vocabulary that captures the industry’s essence and aligns with stakeholders’ values.

The lexicon employs an ideological and value-based appeal, using language to connect emotionally with community values and political priorities. Research has shown that facts alone are rarely persuasive; people interpret information based on their own values and beliefs. As with other sectors that have successfully redefined public perception—such as the gaming industry’s shift from “gambling” to “gaming”—our lexicon provides nuanced, intentional language to frame cannabis tourism accurately and positively, setting the foundation for a more favorable reception.

In this dynamic, high-stakes industry, words become powerful tools for communication, bridge building, and advocacy. The Cannabis Tourism Lexicon empowers stakeholders to accurately communicate the benefits of cannabis tourism for the global tourism industry, framing cannabis and hemp tourism as a driver of community vitality and economic opportunity. By embracing clear, relatable language, we connect the impact of this new tourism vertical with broader values, promoting an understanding that is both comprehensive and accessible. The lexicon is an essential guide for travel, hemp, and cannabis tourism and hospitality industry professionals to build credibility, communicate impactful messages, and foster collaboration across sectors, ensuring cannabis tourism is understood, valued, and supported as a vital part of travel, tourism, and hospitality globally.

 

Cannabis Travel Lexicon Short Descriptors

Cannabis: The cornerstone of cannabis tourism, representing not only the plant but also a cultural shift towards acceptance, wellness, and diverse experiences that enhance destinations.

Hemp: Celebrated for its sustainable and versatile applications, hemp bridges wellness, agriculture, and eco-conscious travel, making it central to cannabis tourism narratives.

Community: The heart of cannabis tourism, fostering connection, belonging, and local pride, which in turn strengthens visitor engagement and destination loyalty.

Change: A reflection of the evolving acceptance of cannabis, symbolizing progress, innovation, and the shift towards more inclusive, open-minded travel experiences.

Together: Encourages unity and shared experiences, highlighting cannabis tourism’s role in connecting people across backgrounds, ideas, and interests.

Future: Represents the forward-thinking vision of cannabis and hemp tourism, focusing on sustainable growth, social equity, and evolving consumer preferences.

Service: Emphasizes the quality of experiences offered in cannabis and hemp tourism, aiming to elevate the visitor’s journey with thoughtful, welcoming interactions.

Access: A priority in cannabis tourism, ensuring that experiences are inclusive, safe, and approachable for diverse audiences, fostering comfort and exploration.

Resource: Symbolizes the information, support, and guidance that cannabis tourism experiences offer to educate travelers and empower local communities.

Intersectionality: Recognizes the blending of cannabis and hemp tourism with other tourism travel industry sectors including agritourism, wellness travel, sustainability, regeneration, and social inclusion. 

Well-Being: Highlights cannabis tourism’s focus on mindfulness and intention, being present in the moment, and experiences designed to support health by experiential learning and meaningful growth.

Sustainability: A guiding value for cannabis tourism, championing eco-friendly practices and local economies to create positive impacts on destinations.

Equity: Essential to cannabis tourism’s mission, ensuring fair access, representation, and benefits for communities within this growing industry.

Mindset: Reflects the state of mind, level of awareness, and intention set prior to and during cannabis or hemp THC tourism experiences.

Setting: An integral part of the experience, emphasizing the importance of place and environment in shaping memorable and meaningful cannabis and hemp experiences.

Cultivar: A specific seed or genetics that when grown reflect local agricultural craft, connecting visitors with the cultivator artistry, the art of breeding, and wellness applications of hemp and cannabis. Sungrown is a reflection of local place and terroir.

Craft: Reflects artisanal, small-batch cannabis and hemp offerings, emphasizing quality, heritage craft, and authenticity in the cannabis and hemp tourism experience.

Appellation: Recognizes regional cannabis distinctions similar to wine AVA’s, celebrating the influence of terroir and micro-climate, supporting local heritage and placemaking.

Lounge: A dedicated space for safe inhalation and/or non-inhalation social consumption of cannabis products, allowing visitors to connect, relax, and engage in memorable experiences.

Event: From festivals to industry conferences, events provide dynamic settings for cannabis and hemp exploration, learning, and cultural celebration, fostering shared experiences and information exchange.

Experience: The core of cannabis and hemp tourism, where curated activities engage visitors, creating lasting memories and personal emotional connections to culture, places, brands, and memorable life moments.

Inhalation: An internal method of cannabis consumption, smoking and vaping, a consumption artform that strongly defines the environment and setting.

Non-Inhalation: Includes edibles, beverages, and topicals, providing diverse ways to engage with cannabis and hemp that appeal to wellness-minded and non-inhalation tourist consumers.

Infused: Products that incorporate cannabis and hemp for added wellness or recreational value, enhancing culinary, beverage, and travel experiences.

Balance: The goal of many cannabis and hemp experiences, promoting harmony between body, mind, and spirit, and between individual and environment.

Entheogen: Cannabis is an entheogen that can amplify the present moment and support spiritual well-being and personal growth, linking tourism experiences to holistic healing and self-discovery.

Low-Dose: Appeals to cautious participants or wellness-oriented consumers, offering mild THC effects that can enhance and complement destination activities.

Flow State: An altered state of joy and being present in the moment, a shifting of time and space that enables immersion in an activity or experience creating a deeper connection to place and one’s personal experience.

Journey: Reflects the full arc of a high-dose THC experience, a dynamic thought-provoking sensory adventure that begins with intention and mindfulness, consideration to set and setting, and includes a peak and come-down. This journey fosters a deeper mental and spiritual connection to self and surroundings, allowing travelers to engage in a meaningful exploration of consciousness, introspection, and presence within a destination.

Effect Pairing: As food pairs with wine, cannabis pairs with activities and experiences.  The art of pairing cannabis cultivars with destination activities and experiences in an effort to optimally enhance the experience.

Awareness: Critical to responsible tourism, raising consciousness about mindful consumption, cultural respect, and the broader impact of cannabis and hemp tourism on the global economy.

 

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No matter where you are, legal cannabis is either already a part of your landscape or it’s on the way. Is your destination prepared? With a solid strategy and the right community engagement, you can maximize the potential of cannabis tourism in your market. The Applegarth Strategies Canna Starter Kit for Destinations can help get you started. Download this comprehensive guide now!