Cannabis Tourism Market (2026 - 2033)

Cannabis Tourism Market Summary

The global cannabis tourism market size was valued at USD 13.3 billion in 2025 and is projected to grow from USD 14.9 billion in 2026 to USD 33.8 billion in 2033, at a CAGR of 12.4% from 2026 to 2033. The U.S. market dominated with a revenue share of over 50.0% in 2025. The market is expected to experience substantial growth in the coming years, driven by rising demand for unique experiences, growing legalization, and regulation.

Source: Grand View Research, IR Documents, Primary Interviews, Paid Databases

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As more countries and states legalize cannabis for recreational use, the market is poised for expansion. The Dutch government's study revealed that 58% of international tourists visit Amsterdam to consume recreational cannabis, and business in Dutch coffee shops has increased since the start of the pandemic. With the increasing acceptance and legalization of cannabis around the globe, the market is expected to continue to grow over the forecast period.

However, Amsterdam's new regulation of cannabis usage is expected to have a significant impact on the cannabis tourism sector. The city has historically been a prominent destination for marijuana enthusiasts, but recent changes in regulations are shifting the landscape. This shift creates opportunities for emerging destinations in Asia, Africa, and the Americas to benefit from evolving market dynamics. Countries such as South Africa, Uruguay, Germany, Jamaica, Malta, Canada, and the U.S. are already capitalizing on the opportunity by relaxing their cannabis laws, attracting a growing number of tourists seeking cannabis-friendly experiences.

In the U.S., more than 19 states, along with Washington D.C., now permit the recreational use of cannabis, attracting visitors from nearby states and other countries. According to an MJBizDaily article, Michigan's cannabis industry sold more products in 2025 than in 2024. In 2025, total sales of cannabis products in Michigan were USD 3.17 billion, second only to California in revenue.

The legalization of recreational cannabis in Illinois has been a significant driver of this trend. With nearly 30% of cannabis purchases coming from out-of-state visitors, various destinations are evolving to meet the increased demand for cannabis, CBD, and hemp products. This shift is not only creating distinctive experiences but also contributing to higher hotel occupancy rates, job creation, increased tax revenues, and business growth, while potentially improving land values and enhancing public health and safety.

Furthermore, Canada legalized cannabis for nonmedical purposes in October 2018, integrating it into the broader framework of the Cannabis Act; it became the first major industrialized country to fully legalize and regulate cannabis access for adults. This historic move, building on the country’s medical cannabis legalization since 1999, opened the doors to a robust market. With the government's strict controls on manufacturing, distribution, and sales, Canada is expected to experience significant growth in cannabis-driven tourism, attracting visitors both domestically and globally who are interested in exploring the legal cannabis landscape.

Analyst Perspective

The market is driven by cannabis legalization across different countries, including Canada, Germany, Malta, Luxembourg, and many states in the U.S., where people travel the most. These countries allow people to grow their own cannabis and permit commercial sales. This has created new job opportunities and contributed to the government's revenues through taxes and legal fees. Besides recreational use, cannabis tourism is also driven by medical applications, where patients travel to legalized regions for the use of cannabis treatments. Stringent regulations pertaining to the cultivation and selling of cannabis and social stigma attached to it are perceived as a challenge to the market growth. However, as more countries are relaxing their regulation for cannabis consumption, new opportunities for market growth are expected to arise over the coming years.

Age Group Insights

The 25 to 44 segment dominated the market with a revenue share of over 44.0% in 2025 and is expected to witness the fastest CAGR during the forecast period. The 25 to 45 age group is expected to drive the market growth, as they make up a significant portion of current cannabis consumers. As cannabis becomes legal in more U.S. states and countries, this age group is expected to continue to seek out cannabis-friendly destinations for travel, fueling the rise of cannabis tourism worldwide.

The 18 to 24 segment is anticipated to experience significant growth in the coming years, owing to the support for recreational marijuana among this age group. According to the University of North Florida, 86% of 18-24-year-olds support cannabis legalization. As more jurisdictions legalize recreational cannabis, this age group is more likely to seek out cannabis-friendly travel experiences, such as cannabis-themed tours, events, and accommodations. As cannabis becomes more mainstream, this younger demographic is expected to continue to shape the emerging cannabis tourism sector.

Distribution Channel Insights

The privately-owned distribution channel segment accounted for the largest revenue share of over 38.0% in 2025 and is expected to witness the fastest CAGR during the forecast period. Privately owned dispensaries and tour operators are expected to offer a more personalized and customized experience for cannabis tourists, catering to their preferences and needs. This allows for the development of unique cannabis-themed attractions, events, and activities that appeal to a growing segment of travelers seeking cannabis-related experiences. As the industry matures, privately owned distribution channels are expected to play a crucial role in shaping the cannabis tourism landscape and meeting the evolving demands of this emerging market.

The government-owned segment is expected to experience significant growth during the forecast period. Countries, such as Canada, have government-owned retailers, such as the LCBO, which control cannabis sales. This provides a safe, regulated environment for tourists to access cannabis products. Destinations are expected to leverage these channels to promote cannabis tourism experiences, such as guided tours and events. With clear regulations and oversight, government-owned distribution supports responsible cannabis tourism that benefits visitors and the local community.

Regional Insights

The U.S. cannabis tourism market dominated and accounted for the largest revenue share, over 50.0%. The U.S. is driving the growth, with 19 states and Washington, D.C., allowing recreational use. Favorable cultivation norms in major cannabis-producing states, such as Florida, Oregon, Nevada, California, Washington, and Colorado, along with the legalization of recreational marijuana, contribute to the dominance of the U.S. market. Millennials are increasingly choosing destinations where cannabis is legal, with 50% considering it essential for vacation planning. The legalization of cannabis provides opportunities for destinations to integrate cannabis tourism into the broader visitor economy and enhance community engagement.

Canada Cannabis Tourism Market Trends

The cannabis tourism market in Canada is anticipated to grow significantly over the forecast period. With nationwide legalization, the country has seen a surge in cannabis-friendly accommodations, tours, and events. Destinations such as Smith Falls, Ontario, and West Edmonton Mall in Alberta are already attracting visitors with immersive cannabis experiences. As more Canadians and international travelers seek out unique cannabis-infused activities, the country's regulated market and tourism infrastructure make it an attractive destination for cannabis tourism.

Germany Cannabis Tourism Market Trends

The cannabis tourism market in Germany is expected to experience substantial growth during the forecast period, owing to the German authorities' announcement on the legalization of cannabis in 2025, making Germany one of the leading countries in Europe to legalize marijuana.

Key Cannabis Tourism Company Insights

The market is highly fragmented, with many country-level players. Key market participants are divided into various strategic initiatives to expand their business footprint and gain a competitive edge in the global market. Some of the emerging players in the market include GanjaVacations, USA Weed.org, Aurora Cannabis, and Tilray Brands.

Key Cannabis Tourism Companies

The following key companies have been profiled for this study on the cannabis tourism market:

• VISIT MODESTO

• Discover Southern Humboldt

• Bud and Breakfast

• Emerald Farm Tours, LLC.

• Niagara Weed & Wine.

• Okanagan Cannabis Tours

• Victoria Cannabis Tours Ltd.

• Del Mundo Cannabis

• Canopy Growth Corp.

• TPCO Holding Corp.

Recent Developments

• In July 2026, Virginia is preparing to make the state a legal cannabis market. This step will help local residents to legally buy cannabis products in the state, where previously they had to travel to Washington DC, and Maryland.

• In June 2026, the state of New York launched an education camp for the FIFA World Cup fans on how to access and safely use local legal weed. There are more than 200 licensed cannabis dispensaries in and around New York City.

Global Cannabis Tourism Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the global cannabis tourism market report based on age group, distribution channel, and countries:

• Age Group Outlook (Revenue, USD Billion, 2021 - 2033)

  • 18 to 24

  • 25 to 44

  • 45 years +

• Distribution Channel Outlook (Revenue, USD Billion, 2021 - 2033)

  • Privately Owned

  • Government-owned

  • Grocery/Supermarket

  • Pharmacies

• Country Outlook (Revenue, USD Billion, 2021 - 2033)

  • U.S.

  • Canada

  • Germany

  • Jamaica

  • Malta

  • Uruguay

  • Luxembourg

  • South Africa

  • The Netherlands

  • Thailand