In the rapidly evolving landscape of wellness and lifestyle, cannabis is emerging as a cornerstone of improving quality of life. Rooted in ancient traditions as a plant of healing and transformation, cannabis and hemp offer solutions for relaxation, creativity, and physical well-being. With its modern resurgence, cannabis is reshaping not only the wellness industry but also the medical industry and the travel and tourism landscape, presenting unique opportunities for destinations to position themselves as hubs for discovery, education, and safe experimentation.

I had the privilege of co-authoring the first cannabis travel audience study with Peter Yesawich in 2019, where we explored the transformative potential of cannabis as a draw for travelers seeking new experiences. Travel inherently inspires open-mindedness and curiosity, creating the perfect conditions for individuals to explore cannabis as part of their wellness journey. Destinations that embrace this intersection, offering cannabis experience landscapes where residents and visitors alike can learn and experiment safely, are poised to lead a burgeoning trend in wellness tourism.

The PAEER framework (Prepare, Anticipate, Engage, Evaluate, Reward), developed by Peter Yesawich and Stowe Shoemaker, provides a powerful roadmap for aligning the cannabis experience of today with principles of hospitable wellness. By integrating these hospitality principles, destinations, dispensaries, and lounges can elevate their offerings, becoming calling cards for a new wave of travelers seeking to enhance their quality of life through cannabis and hemp.

The PAEER Framework: A Guide for Cannabis Wellness and Travel

The PAEER framework—Prepare, Anticipate, Engage, Evaluate, Reward—offers a structured approach to crafting meaningful hospitality forward cannabis experiences. Originally designed for healthcare, this model seamlessly applies to the cannabis industry of today, particularly in the context of wellness-minded travel, where discovery and exploration are central themes.

As travelers seek destinations that combine wellness, adventure, and authenticity, cannabis tourism offers a unique opportunity to create spaces where visitors can safely explore cannabis’s potential to support quality of life and overall well-being.

1. Prepare: Designing Destinations for Discovery

Principle: Understand visitor needs and create tailored experiences.
Cannabis Application:

• Destination Readiness: Provide educational resources, curated experiences, and safe, accessible environments in mature cannabis-friendly destinations.
• Curated Itineraries: Combine cannabis with wellness activities like spa treatments, yoga, or nature excursions.
  Why It Matters: Preparation signals professionalism, encouraging travelers to explore cannabis’s potential for enhancing quality of life and attracting wellness-focused visitors.

2. Anticipate: Meeting Traveler Expectations

Principle: Predict visitor needs and proactively address them.
Cannabis Application:

• Wellness Education: Offer beginner guides, THC microdosing tips, terpene education, and effect-based recommendations.
• Safe Spaces: Create lounges or consumption-friendly venues for controlled, welcoming experiences and experimentation.
  Why It Matters: Anticipation builds trust, alleviating curiosity and apprehension while ensuring visitors feel safe and supported.

3. Engage: Creating Memorable Experiences

Principle: Foster meaningful connections through thoughtful interactions.
Cannabis Application:

• Interactive Experiences: Host workshops or offer consultations on cannabis as a tool to uplift quality of life. Weave in wellness activities like meditation.
• Storytelling: Share the cultural and historical significance of cannabis alongside modern applications.
  Why It Matters: Engaging experiences create lasting memories, associating destinations with personal growth and wellness.

4. Evaluate: Improving Destination and Visitor Outcomes

Principle: Use feedback to refine and improve experiences.
Cannabis Application:

• Feedback Mechanisms: Use surveys and reviews to identify areas for improvement and innovation.
• Data Partnerships: Collaborate with travel data platforms to track visitor behavior and trends in cannabis tourism.
  Why It Matters: Continuous evaluation ensures offerings stay relevant and competitive in the growing wellness travel market.

5. Reward: Building Loyalty Through Wellness Experiences

Principle: Foster loyalty by showing appreciation and incentivizing repeat visits.
Cannabis Application:

• Loyalty Programs: Offer perks like discounted stays, exclusive event access, or curated gift packages.
• Cultural Integration: Celebrate local farms, product efficacy, and cannabis’s role in the region to deepen visitor connections.
  Why It Matters: Rewards create a sense of belonging, inspiring visitors to return and fostering long-term loyalty.

Cannabis as a Calling Card for Wellness Travel

Travel enables individuals to break from daily routines and embrace new ways of being. Cannabis and hemp are becoming a key part of this journey, offering tools for improved quality of life. Destinations that position themselves as safe, welcoming places for cannabis exploration are poised to lead a new era of wellness travel anchored in personal growth.

By combining hospitality’s focus on connection with cannabis’s ability to enhance well-being, destinations can attract both residents and travelers while supporting local economies. This creates vibrant ecosystems where cannabis and wellness thrive together.

A Wellness-Driven Future for Cannabis, Hemp, and Travel

The intersection of cannabis, hospitality, and travel marks a transformative shift in how we approach wellness and quality of life. Destinations that embrace cannabis as a cornerstone of their offerings have an opportunity to create spaces for discovery, education, and connection.

The PAEER framework, developed by Yesawich and Shoemaker, provides a roadmap for the modern day cannabis landscape and cannabis travel experiences while honoring the plant’s ancient roots. By preparing, anticipating, engaging, evaluating, and rewarding visitors, the cannabis industry can redefine wellness travel and emerge as a leader in the global experience economy.

This is more than a trend—it’s a movement celebrating cannabis’s power to transform lives, one destination at a time.