Travel Segment Research

Contact us for more information or purchase an available report by clicking the button below.
Alpenglow Cannabis Farm

Cannabis Tourism

Cannabis Tourism: Opportunities, Issues & Strategies is a first-of-its-kind collaboration between MMGY Travel Intelligence, the leading source of strategic insight for the travel and tourism industry, and Applegarth Strategies, the most trusted advisor in the CBD and cannabis-related tourism space. Based on 1,500 completed surveys of American travelers screened for interest in cannabis-related activities on vacation, this detailed report captures a thorough profile of behaviors and motivations. This study rates the appeal of various cannabis experiences on vacation and reveals how interested travelers research, plan and book their experiences. This report is a must-read for destinations and travel industry suppliers seeking to understand the mindset and buying behaviors of this emerging segment of travelers in the U.S.

Can cannabis tourism help boost the struggling travel industry?

In this three-part series, MMGY Travel Intelligence’s EVP of Insights & Strategy, Chris Davidson, and Brian Applegarth, President of Enlightn Strategies, the most trusted advisor in the CBD- and cannabis-related tourism space, dive into opportunities and segments poised to benefit from the rise of interest in cannabis tourism. Utilizing data published in the 2020 Cannabis Tourism: Opportunities, Issues & Strategies groundbreaking report, the webinar series reflected upon actionable survey data collected from 1,500 Americans interested in cannabis tourism.

Interest in cannabis tourism is rapidly growing throughout the United States. In November of 2020, Arizona, Montana, New Jersey and South Dakota voted to join Washington, D.C. and 11 other states where recreational use is already legal and cannabis tourism is enticing travelers.

Did you know…

  • California set a marijuana sales record of $348 million in July, the biggest month since the 2018 rollout of the state’s legal market.
  • Colorado’s marijuana sales reached a state record of $226,374,568 in July; sales have reached over $1.2 billion for 2020 alone.
  • According to New Frontier data, tax revenues from the legal cannabis industry for federal and state governments are projected to reach $4.06 billion in 2025.

Custom analyses are available based on requested crosstabs of the summary data. For example, you may request the results by generational cohort or household income strata. Reports may also be prepared that profile travelers with a stated interest in visiting specific destinations (e.g., Profile of the Cannabis Traveler Interested in Visiting Las Vegas).


For more information on how to obtain a custom report contact us.

Part 1: Cannabis Tourism: An Essential Recovery Tool 

Aired Wednesday, December 2, 2020 at 1 p.m. EST

Part one of our three-part webinar series on the positive impacts of cannabis tourism, moderated by Chris Davidson, EVP of Insights & Strategy for MMGY Travel Intelligence, and Brian Applegarth, President of Applegarth Strategies. Watch here

Part 2: Cannabis Tourism: The Opportunity for Adult-Use Destinations 

Aired Tuesday, February 2, 2021 at 2 p.m. EST

Part two of our webinar focused on the opportunities emerging for destinations embracing adult-use cannabis tourism. The webinar was presented by Applegarth Strategies President Brian Applegarth, followed by Q&A. Topics of discussion included the role of cannabis in a destination’s ecosystem, cannabis-related experience development and revenue stream opportunities. Watch here.

Part 3: Cannabis Tourism: The Wellness Perspective

Aired Tuesday, April 6, 2021 at 2 p.m. EDT

The final session in this series highlighted the history of cannabis for wellness and how this long history applies to today’s wellness opportunities for travel and hospitality brands. The webinar was presented by Applegarth Strategies President Brian Applegarth and MMGY Global Founder Peter Yesawich, followed by Q&A. Topics of discussion included opportunities in effect pairing of cannabis and wellness, cannabis-related market development and recovery opportunities for cannabis-serving destinations. Watch here.

Download the free presentation deck here.

Portrait of Meeting & Convention Travel

In 2021, MMGY Travel Intelligence fielded a quarterly tracking survey to understand the mindset, intentions and preferences of both meeting planners as well as meeting, conference and convention attendees. Business event attendees ultimately drive the future direction of the M&C industry. So, having an informed perspective on what these attendees think and comparing it to the current perspectives of meeting professionals provides substantial insight into the landscape likely to emerge as this vital industry recovers.

  • What factors truly drive attendees’ decisions to attend conferences and how has COVID-19 impacted them? 
  • How do attendees feel about virtual and hybrid meetings and how do they think their behavior may be impacted in 2021 and beyond? 
  • What types of venues do prospective attendees prefer and how do these preferences differ from what planners expect to use?
  • What barriers, other than the obvious health and safety concerns, need to be eliminated or mitigated for this industry to fully recover?

MMGY Travel Intelligence will field this study again in 2022, and LIMITED SPONSORSHIPS ARE NOW AVAILABLE! Sponsors have the ability to include custom questions in each of the four quarterly surveys. contact us for more information.

woman sitting at laptop planning