Reflecting on 2024, we’re proud of our progress in empowering destinations, brands, and businesses to embrace cannabis tourism as a dynamic part of the visitor economy’s evolution. Through innovative consulting and leading strategic marketing campaigns, we’ve developed solutions that foster community, enhance safety and quality of life, and drive economic growth. Here’s a look at our key achievements this year:

Visit Oakland: Third Year of the Oakland Cannabis Trail

The Oakland Cannabis Trail program continued to integrate tax-paying cannabis businesses into the city’s tourism landscape. Celebrating Oakland’s authentic cannabis culture, craft, and history, the initiative uplifts the local economy while spotlighting the city’s unique identity.

Travel Santa Ana: Gamified Cannabis Passport

In its third year, the Travel Santa Ana Cannabis Program introduced a gamified digital passport, weaving cannabis shop experiences into the destination’s arts and culture stories.

The Cannabis Trail Cooperative Marketing Program: Foundational Year

Collaborating with Visit Mendocino County, Humboldt County Visitors Bureau, and Visit Oakland, we launched the foundational year of The Cannabis Trail cooperative marketing program. Through seasonal campaigns, we engaged niche audiences, including the canna-curious, canna-wellness travelers, cannabis connoisseurs, and LGBTQ travelers.

Santa Rosa: Digital Gamified Passport

For the Santa Rosa Chamber of Commerce under the Visit Santa Rosa brand, we created an interactive digital cannabis passport, offering travelers unique ways to explore the area.

Hayfork: Cannabis Tourism Brand

Partnering with the Hayfork Chamber of Commerce, we developed the world’s first cannabis-forward destination marketing organization brand, positioning Hayfork as a leader in cannabis tourism for 2025.

Coachella Valley: Let’s Talk Cannabis Tourism Event

In collaboration with CVCAN, we hosted the Let’s Talk Cannabis Tourism event, educating stakeholders in the Coachella Valley on cannabis tourism’s role in regional travel strategies.

Sunstone Brands: Elevating Low-Dose THC Beverages in the Visitor Economy

We developed and led a travel and tourism strategy to elevate Sunstone’s innovative low-dose THC hemp beverages as a new opportunity for the visitor experience economy, nationally. Through several strategic initiatives, we connected Sunstone to the greater travel industry. By fostering awareness of how Sunstone is evolving to meet visitor and consumer demand, we showcased how their extended product suite integrates seamlessly into the experience economy. This collaboration positions Sunstone as a leader in creating meaningful and memorable visitor experiences through their innovative approach to low-dose THC products.

Cannabis Hospitality Training for College of the Desert

We launched a customized Cannabis & Hemp Hospitality Specialized Training Course for frontline hospitality staff, including hotel concierge teams, tourist information centers, and cannabis lounge attendants.

Launch of Cannabis Travel Authority

We debuted the Cannabis Travel Authority brand as a global cannabis marketplace and information hub. The Cannabis Travel Authority tourism booth appeared at major events like Hall of Flowers and The Emerald Cup, initiating a new event marketing service.

New Strategic Partnerships

This year saw the launch of partnerships with Beard Bros Media, Seeker Explore, and Undoo:

• Beard Bros Media: We co-created Beard Bros Travel, focusing on cannabis travel media.
• Seeker Explore: Leveraging gamified technology, we developed digital passports for destinations like Oakland, Santa Ana, San Francisco, Coachella Valley, and The Cannabis Trail.
• Undoo: Introducing a harm-reduction tool to help manage THC overconsumption, Undoo supports both visitor safety and destination brand integrity.

The Bigger Picture

2024 marked a milestone for Applegarth Strategies. Our decade-long dedication to cannabis and hemp tourism has resulted in frameworks that are now recognized as essential for destination stewardship and innovation within the experience economy. By addressing industry challenges and providing education, consulting, and tailored marketing programs, we help destinations flourish in a rapidly evolving travel landscape.

In addition, we proudly spoke on stages at the Visit California Outlook Forum, Benzinga Anaheim, and MJ Biz, shining a spotlight on the growth opportunities in cannabis and hemp tourism. We shared strategies related to the travel industry, visitor economy, and cannabis travel audience, further cementing cannabis tourism as a powerful driver of economic and cultural growth.

As we look to 2025, our focus remains on building a sustainable and inclusive future where cannabis and hemp tourism enhance community vitality, improve resident quality of life, and drive overnight stays and visitor spending.

Here’s to elevating cannabis travel as a cultural cornerstone for destinations worldwide!