Thank you for your interest in The Appleleaf Report, created by Brian Applegarth and the Applegarth Strategies team. We appreciate the support! So, what is The Appleleaf Report?

A monthly premium email newsletter offering experience economy insights from Brian Applegarth, a travel and tourism subject matter expert in cannabis/hemp, culture, and innovation.

The Appleleaf Report is a specialized product for destinations, designed to empower education, conversation, and strategy in the cannabis experience economy. Tailored destination by destination, this high-value tool provides actionable insights on destination development, stewardship and marketing in the rapidly evolving cannabis and travel landscape. Leveraging the expertise of Brian Applegarth as a subject matter authority in both the travel and cannabis industries, and a deep understanding of cannabis travel audience segments, the Appleleaf Report delivers strategic advice informed by emerging policies and trends, setting destinations up for sustainable success that fosters community vitality.

Each Appleleaf Report will evaluate a cannabis travel destination according to a rating system called the Appleleaf Index. This post serves as an introduction to that rating system.

Evaluating Experiences with The Appleleaf Index

The Appleleaf Index serves as a groundbreaking framework for measuring destination stewardship, innovation, and evolution within a destination’s experience economy and tourism ecosystem. In 2025, we are applying this lens to the cannabis and hemp travel trend filter, benchmarking ten forward-thinking destinations that exemplify these principles.

This work is critical because it explores how entheogenic effects—unique to cannabis and hemp products—are directly integrated into the tourism experience through their ability to induce altered states including flow states, micro states, and journeying. By understanding the interplay of time, space, mindset, setting, and intention, we gain data-driven insights into how these variables shape the visitor journey and the destination’s resonance with travelers.

This approach highlights how cannabis and hemp experiences can transform tourism by fostering deeper connections to place, enhancing personal well-being, and supporting community-driven regenerative economies that are inclusive. The Appleleaf Index sets a new kind of standard for aligning tourism with the dynamic capabilities of new and innovative sectors while paving the way for sustainable innovation in the experience economy.

Cannabis Tourism Destination Rating System: The Gold Standard

This rating system evaluates cannabis tourism destinations (city, county, and state levels) based on their ability to create an exceptional, safe, and sustainable cannabis visitor economy. Each category is scored out of 20 points, with a maximum total score of 140 points. This system serves as a benchmarking tool to identify destinations that excel in cannabis tourism development, balancing industry growth with community well-being and visitor experience.

The Appleleaf Index Scoring System

1. Vision and Strategy (20 Points)

• Purpose and Alignment (10 points):
  Is there a clear cannabis tourism vision that aligns with the destination’s broader goals for economic development, culture, and sustainability?
  • 10: Fully defined and aligned with long-term strategic goals.
  • 5: Partially defined, with some alignment to goals.
  • 0: No clear vision or alignment.
• Policy and Support Infrastructure (10 points):
  Are policies and frameworks in place to support cannabis tourism while ensuring compliance and safety?
  • 10: Robust policies that support tourism and compliance.
  • 5: Basic policies with limited tourism focus.
  • 0: Lack of clear policy or regulatory support.

2. Destination Readiness (20 Points)

• Stakeholder Collaboration (10 points):
  Is there collaboration between public and private stakeholders (e.g., government, tourism boards, cannabis businesses)?
  • 10: Highly collaborative and inclusive of key stakeholders.
  • 5: Moderate collaboration but missing key players.
  • 0: Limited or no collaboration.
• Educational Resources (10 points):
  Does the destination provide education for stakeholders, residents, and visitors about cannabis tourism, including safety, regulations, and cultural context?
  • 10: Comprehensive educational resources for all groups.
  • 5: Basic education with gaps in audience targeting.
  • 0: No educational efforts in place.

3. Tourism Infrastructure (20 Points)

• Cannabis-Friendly Accommodations (10 points):
  Are there cannabis-friendly hotels, lounges, or other tourism accommodations available?
  • 10: Wide variety of cannabis-friendly options.
  • 5: Limited but growing accommodations.
  • 0: No cannabis-friendly accommodations.
• Accessibility and Transportation (10 points):
  Is the destination easily accessible for visitors, with transportation options to cannabis experiences (e.g., shuttles, tours)?
  • 10: Highly accessible with transportation options in place.
  • 5: Moderately accessible with limited transportation.
  • 0: Poor accessibility or no cannabis-focused transportation.

4. Visitor Experience and Offerings (20 Points)

• Diverse Cannabis Experiences (10 points):
  Does the destination offer a variety of cannabis-related experiences, such as tours, events, dispensaries, and consumption lounges?
  • 10: Highly diverse offerings across multiple categories.
  • 5: Limited experiences available.
  • 0: Minimal or no cannabis-related experiences.
• Integration with Local Culture (10 points):
  Are cannabis experiences integrated into the local culture, showcasing unique aspects of the destination (e.g., history, agriculture, craft)?
  • 10: Seamless integration highlighting local culture.
  • 5: Some integration but could be stronger.
  • 0: No meaningful cultural integration.

5. Safety and Compliance (20 Points)

• Visitor Safety Measures (10 points):
  Are safety measures in place for visitors, including clear communication of consumption laws, driving limits, and responsible use?
  • 10: Exceptional safety measures and communication.
  • 5: Basic safety measures with gaps in communication.
  • 0: No safety measures or communication.
• Regulatory Compliance (10 points):
  Are cannabis tourism businesses fully compliant with local and state regulations?
  • 10: High compliance across all businesses.
  • 5: Some compliance, but enforcement is inconsistent.
  • 0: Widespread non-compliance.

6. Marketing and Promotion (20 Points)

• Brand Identity (10 points):
  Does the destination have a strong cannabis tourism brand that appeals to both cannabis enthusiasts and mainstream audiences?
  • 10: Clear, attractive brand identity with broad appeal.
  • 5: Basic branding with limited reach.
  • 0: No clear cannabis tourism branding.
• Promotional Efforts (10 points):
  Are cannabis tourism experiences effectively promoted through digital, print, and social media, targeting both domestic and international audiences?
  • 10: Comprehensive and well-targeted promotion.
  • 5: Some promotion, but limited in scope or audience reach.
  • 0: Little to no promotional efforts.

7. Sustainability and Community Impact (20 Points)

• Sustainable Practices (10 points):
  Are cannabis tourism businesses encouraged or required to adopt sustainable practices (e.g., waste reduction, energy efficiency)?
  • 10: Widespread adoption of sustainability practices.
  • 5: Limited sustainability efforts.
  • 0: No emphasis on sustainability.
• Community Integration and Benefits (10 points):
  Does cannabis tourism positively contribute to the local community through job creation, tax revenue, and cultural preservation?
  • 10: Significant and well-integrated community benefits.
  • 5: Some benefits, but could be improved.
  • 0: Minimal or no community impact.

Scoring Breakdown

• Gold Standard (120-140 points): Exemplary destination, setting the benchmark for cannabis tourism.
• Silver Standard (100-119 points): Strong destination with room for growth in key areas.
• Bronze Standard (80-99 points): Developing destination with notable gaps to address.
• Needs Improvement (Below 80 points): Lacks key elements required to support cannabis tourism.

This system encourages destinations to holistically approach cannabis tourism, balancing economic growth, community well-being, visitor experience, and regulatory compliance to achieve the Gold Standard.