Inside The New Cannabis Hospitality Economy: The Shift From Gimmick To Global Business
At a lakeside resort in Missouri's Ozarks, a new kind of traveler is greeted not with champagne but with a cannabis-infused mocktail and a curated wellness itinerary. Meanwhile, on the beaches of Koh Samui, Thailand, guests at a boutique hotel book consultations with herbalists who recommend precise doses of infused teas and edibles to complement yoga classes or breathwork sessions.
This isn't a story about 420-friendly hotels or cannabis dispensary tours. It's about a shift in hospitality moving beyond novelty into serious business. From the U.S. to South America and Southeast Asia, cannabis-centric resorts are emerging for travelers seeking more than access to legal cannabis. They want environments where plant medicine integrates into thoughtful experiences centered on wellness, education and connection.
Globally, cannabis tourism was estimated to generate more than $17 billion annually in 2022 and could surpass $23 billion by 2030 as legalization expands and consumer preferences evolve.
In Colorado, one of the first states to legalize adult-use cannabis, hotels saw a 25.2% increase in monthly revenue following legalization, according to a study in the Journal of Hospitality & Tourism Research. Researchers found the positive impact on bookings and revenue persisted for more than six years, highlighting cannabis tourism's role as a sustained force in hospitality economics.
'Most travelers are not coming only for cannabis. They are travelers first, with wellness, curiosity and immersion driving their decisions,' says Laura Hand, board member of the Cannabis Travel Association International. 'Cannabis is simply one piece of a much larger personal journey.'
For industry veterans, the future of cannabis hospitality isn't about creating new spaces to get high. It's about environments where people feel safe to unwind, reconnect and explore wellness through plant-based experiences.
'The cannabis traveler today isn't looking for a party. They're looking for restoration, connection and enrichment,' says Philip Wolf, founder of Cultivating Spirits and CashoM, platforms focused on cannabis hospitality education and guided experiences.
The Business Of Wellness, Not Weed
For serious operators, cannabis is becoming less about joints and gummies and more about wellness programming, curated experiences and education. This shift reflects broader consumer behavior favoring experiential and purpose-driven travel.
'Destinations that thrive will be those that recognize this and intentionally build a welcoming ecosystem to support it,' says Hand. 'Cross-sector collaboration is key.'
This aligns with the rise of the experience economy and growing demand for alcohol alternatives, a market projected to reach $2.7 billion by 2034. Integrated thoughtfully, cannabis tourism complements wellness retreats, culinary experiences and mindfulness-based travel.
Yet the landscape remains fragmented. In the U.S., cannabis remains federally illegal and public consumption laws differ between states. Even in legal markets, public use is often restricted, leaving travelers without clear options.
This creates both challenges and opportunities for entrepreneurs navigating gray areas. Operators like Lifted Lodging in Missouri and The Beach Samui in Thailand are positioning themselves ahead of the curve by crafting experiences that balance legality, education and luxury.
Thailand's embrace of cannabis had positioned it as Asia's unexpected frontrunner for wellness-focused cannabis tourism. On the quiet southern coast of Koh Samui, The Beach Samui became one of the country's pioneers, integrating cannabis thoughtfully into a boutique luxury hospitality experience.
The Beach Samui
'When we opened in 2015, this wasn't even a consideration,' says Bryan Lunt, founder of The Beach Samui. 'But when legalization became a possibility, we moved quickly. We were among the first to secure a dispensary license and it completely changed the resort's offering.'
Today, guests at The Beach Samui can visit the Herbalist dispensary for infused chocolates, tinctures and wellness products, or join cannabis cooking classes and yoga sessions. The property blends education, low-dose guidance and a stigma-free environment where plant medicine complements wellness.
The Beach Samui
The resort's dedicated Cannabis and Wellness Concierge provides personalized consultations to help guests navigate products, dosages and desired outcomes. 'Through a simple conversation, we guide guests to experiences that match their comfort level and wellness goals,' says Lunt. This tailored approach prioritizes guest safety and ensures cannabis use enhances rather than overwhelms the experience.
'There's a real sense of excitement and contentment from cannabis consumers here because it's a rare experience,' says Lunt. 'Guests enjoy the combination of intentional consumption, mindfulness, and natural beauty.'
Cameron Clarke, CEO of KANHA, partnered with the resort to ensure consistent, high-quality products for guests seeking trustworthy options. 'People feel safe trying cannabis in this setting because they know the products are properly dosed, labeled, and supported by a knowledgeable team.'
While The Beach Samui's model remains operational, recent regulatory changes in Thailand add a layer of complexity for the industry's future. As of mid-2025, new rules require prescriptions for cannabis purchases, shifting the focus back to medical use and prompting uncertainty for some dispensaries. Still, wellness tourism remains a key driver, and operators like The Beach Samui are adapting within the evolving framework.
'This isn't just a hospitality model—it's the foundation for what we believe can become a new category within wellness tourism,' says Lunt.
In Missouri's Lake of the Ozarks, Lifted Lodging is building what it hopes will become the country's first national chain of cannabis-friendly resorts.
Lifted Lodging
Led by founder Lisa Liberman, Lifted Lodging aims to serve markets east of the Rockies where legal cannabis is outpacing hospitality's ability to accommodate it.
'The idea for Lifted Lodging arose from a lack of vacation destinations that accommodated cannabis use,' says Liberman, explaining how her experience planning a wedding in Colorado highlighted the scarcity of cannabis-friendly accommodations, particularly in the Midwest.
Scheduled to open its flagship property this fall, Lifted Lodging blends upscale accommodations with wellness-focused programming, education and cannabis-friendly events. Planned activities range from 'Cannabis Olympics' to private dining experiences with local chefs.
For newcomers, the resort partners with local dispensaries to offer education on dosing, product selection and harm reduction practices. 'We want all guests, whether experienced or canna-curious, to feel supported, safe and empowered to enjoy cannabis responsibly,' Liberman says. This focus on education is core to Lifted Lodging's commitment to normalizing cannabis within mainstream hospitality.
Lifted Lodging's strategy includes its Lifted OG Founding Members Program and partnerships with Foxhole Hospitality and Cooper Creative to support expansion into regions like upstate New York.
Not every cannabis hospitality experiment has met expectations. In 2023, Las Vegas saw the launch of The Lexi, a hotel marketing itself as cannabis-friendly with select rooms designated for consumption. Within just a few months, The Lexi pivoted away from its cannabis branding. The project served as a reminder that token gestures and partial infrastructure aren't enough to satisfy modern travelers.
Leaders in cannabis tourism agree that success depends on moving beyond gimmicks. Hand emphasizes destinations poised to lead are those integrating cannabis into existing ecosystems of wellness, hospitality and cultural tourism.
Emerging Destinations: Latin America, Asia And the Caribbean
Across emerging and established markets, cannabis tourism is evolving beyond cliché. Uruguay remains a pioneer, with projects like Larica blending fine dining and education through cannabis-infused experiences and its 420-friendly guesthouse Casa Larica. In Argentina, Los Cauces offers an ecotourism model in Patagonia, combining mountain-grown cannabis with sustainability, research and wellness programming.
Los Cauces
In Colombia, Casa María in Bogotá integrates coworking, coliving and cannabis education, offering workshops, medical consultations and cultural programming to destigmatize responsible use.
Casa María feautres its own dab bar
Jamaica evolves its hospitality models with properties like Hedonism II's HedoWeedo. Coral Cove offers psilocybin microdosing retreats and cannabis-infused experiences, including its own on-site grow operation and activities like 'high snorkeling' at its private reef, expanding plant medicine tourism beyond cannabis alone.
In Puerto Rico, medical cannabis reciprocity allows mainland U.S. patients access to dispensaries during their stay. Officials are exploring opportunities to integrate medical cannabis tourism into the island's wellness sectors.
The Road Ahead: Integration, Not Isolation
Wolf sees this shift as essential.
'Cannabis is a tool, not the destination,' he says. 'It's a pathway to intentional living, creativity, mindfulness and connection.'
His companies focus on integrating cannabis into curated experiences like guided tastings and retreats that prioritize enrichment over intoxication.
Whether a luxury resort in Thailand or an eco-retreat in Patagonia, the future of cannabis hospitality belongs to those building experiences that serve both people and place with care.
The future of cannabis tourism won't be defined by smoke-friendly hotel floors but by those integrating plant medicine into wellness, hospitality and cultural immersion with care and intention. As Wolf says, cannabis hospitality's future belongs to those who serve purpose, not novelty — building a new kind of travel rooted in mindfulness, connection and place.
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Fabric: Polyester and spandex Polyester and spandex Fill Material: Memory foam Memory foam Colors: 15 15 Size: 10 inches x 10 inches 4 inches 10 inches x 10 inches 4 inches Care Instructions: Machine wash removable cover Best Compact Travel Pillow: Trtl Travel Pillow Why We Love It: Trtl's nontraditional pillow has a patented internal support system, made of hard plastic, that's wrapped in a cozy swath of hypoallergenic fleece. Lighter than an iPhone, the pillow wraps around the neck like a scarf with adjustable tightness and holds the spine in an ergonomic position to prevent strain. It's packable and easy to carry; but if you want to go hands-free, the pillow comes with a carry-on bag. Trtl's nontraditional pillow has a patented internal support system, made of hard plastic, that's wrapped in a cozy swath of hypoallergenic fleece. Lighter than an iPhone, the pillow wraps around the neck like a scarf with adjustable tightness and holds the spine in an ergonomic position to prevent strain. It's packable and easy to carry; but if you want to go hands-free, the pillow comes with a carry-on bag. Fabric: Hypoallergenic fleece Hypoallergenic fleece Fill Material: Patented, hard plastic internal support Patented, hard plastic internal support Colors: 4 4 Size: 8.7 inches x 9.5 inches x 3.6 inches 8.7 inches x 9.5 inches x 3.6 inches Care Instructions: Machine wash removable cover cold Best Travel Pillow for Road Trips: Lunya Mulberry Washable Silk Travel Pillow Why We Love It: Lunya's silky travel pillow supports beauty sleep in any kind of vehicle. With straps that fasten onto headrests in cars or planes, the versatile pillow is made with skin-and-hair-loving fabric and filled with cushy, recycled polyester. (It also comes with additional filling you can tweak to your preference, lest your travels call for a firmer nap.) The pillowcase zips up for easy removal and filler insertion, and—in case you can't tell from the name—it's easy to wash, by hand or machine. 'This is part of a full travel set we often gift to clients,' Carter says. 'The silk is gentle on skin and hair, the cover is machine-washable, and paired with the PJ set and silk eye mask, it turns any flight into a personal wellness retreat. It's as functional as it is indulgent.' Lunya's silky travel pillow supports beauty sleep in any kind of vehicle. With straps that fasten onto headrests in cars or planes, the versatile pillow is made with skin-and-hair-loving fabric and filled with cushy, recycled polyester. (It also comes with additional filling you can tweak to your preference, lest your travels call for a firmer nap.) The pillowcase zips up for easy removal and filler insertion, and—in case you can't tell from the name—it's easy to wash, by hand or machine. 'This is part of a full travel set we often gift to clients,' Carter says. 'The silk is gentle on skin and hair, the cover is machine-washable, and paired with the PJ set and silk eye mask, it turns any flight into a personal wellness retreat. It's as functional as it is indulgent.' Fabric: Washable mulberry silk Washable mulberry silk Fill Material: Recycled polyester Recycled polyester Colors: 2 2 Size: 17 inches x 11 inches x 5 inches 17 inches x 11 inches x 5 inches Care Instructions: Handwash or machine-wash the removable pillow cover, lay flat to dry Best Luxe Travel Pillow: Zegna Navy Blue Oasi Cashmere Travel Set Zegna Oasi cashmere travel set $1,060 ZEGNA Why We Love It: Complete with cashmere socks, a cashmere travel pillow, and a sleeping mask in the same sumptuous fabric, Zegna's set wraps you in a cloud of soft luxury… even in less-than-luxe settings, like a middle seat or a plane stranded on the tarmac. This alone makes the giftable set worth the splurge, and the appeal of its contents doesn't end after the flight. Even at home, a night of sleep with a cashmere mask is bound to make dreams silkier and sweeter. 'Zegna is a personal and family favorite—my son loves the brand as much as I do,' says Carter. 'The craftsmanship, texture, and even the packaging are exquisite. Cashmere is an entire mood in the air. The only caveat is that it requires special care when cleaning, so travelers should keep that in mind.' Complete with cashmere socks, a cashmere travel pillow, and a sleeping mask in the same sumptuous fabric, Zegna's set wraps you in a cloud of soft luxury… even in less-than-luxe settings, like a middle seat or a plane stranded on the tarmac. This alone makes the giftable set worth the splurge, and the appeal of its contents doesn't end after the flight. Even at home, a night of sleep with a cashmere mask is bound to make dreams silkier and sweeter. 'Zegna is a personal and family favorite—my son loves the brand as much as I do,' says Carter. 'The craftsmanship, texture, and even the packaging are exquisite. Cashmere is an entire mood in the air. The only caveat is that it requires special care when cleaning, so travelers should keep that in mind.' Fabric: 100% cashmere with calf-leather details 100% cashmere with calf-leather details Colors: 2 2 Size: Not disclosed Not disclosed Care Instructions: Do not wash or dry-clean, use any solvent except tetrachloroethylene; do not tumble dry, dry flat Best Customizable Travel Pillow: Infinity Pillow Why We Love It: Shaped like a Möbius strip, the Infinity Pillow has an octopus-like ability to shapeshift based on its environment. Whether you need neck and lumbar support in an aisle, middle, or window seat, the customizable pillow can twist to accommodate your go-to sleeping position. It can also be used as an eye mask, or (in the case of loud seatmates) as a noise-muffling pillow. (Just wrap it around your ears, and voila.) Available in 10 peppy hues, including bubblegum pink and robin's egg blue, the pillow's bamboo fabric is breathable, soft, and temperature-regulating. Shaped like a Möbius strip, the Infinity Pillow has an octopus-like ability to shapeshift based on its environment. Whether you need neck and lumbar support in an aisle, middle, or window seat, the customizable pillow can twist to accommodate your go-to sleeping position. It can also be used as an eye mask, or (in the case of loud seatmates) as a noise-muffling pillow. (Just wrap it around your ears, and voila.) Available in 10 peppy hues, including bubblegum pink and robin's egg blue, the pillow's bamboo fabric is breathable, soft, and temperature-regulating. Fabric: Bamboo Bamboo Fill Material: Polyester Polyester Colors: 10 10 Size: 33.5 inches x 6 inches unfolded; 7.5 inches x 7.5 inches x 6 inches folded 33.5 inches x 6 inches unfolded; 7.5 inches x 7.5 inches x 6 inches folded Care Instructions: Machine wash in a low temperature in a mesh laundry bag; do not tumble dry Everything You Need to Know:
