ByJavier Hasse, Senior Contributor.

Javier Hasse is a cannabis and psychedelics reporter and book author.

Published: Jul 20, 2025, 02:54pm EDT

Updated: Jul 20, 2025, 04:21pm EDT

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 experience

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 The Beach Samui: Luxury Wellness Tourism Meets Cannabis

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.

“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 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.

Lifted Lodging And The Rise Of Regional Cannabis Resorts

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.

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.

Infrastructure Over Novelty: Lessons From Success and Failure

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.

In Colombia, Casa María in Bogotá integrates coworking, coliving and cannabis education, offering workshops, medical consultations and cultural programming to destigmatize responsible use.

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 laws allow patients from the mainland U.S. to access dispensaries during their stay, creating opportunities to integrate cannabis into wellness routines while enjoying the island’s beaches, culture and hospitality. Certification is available via telemedicine prior to arrival, ensuring a safe, compliant and hassle-free experience.

As a pharmaceutical manufacturing hub for more than 75 years, Puerto Rico has a long history of health innovation. Today, its cannabis products reflect that legacy, with tropical strains and formulations often rooted in traditional healing practices passed down through generations. These cultural ties, combined with hundreds of dispensaries, vibrant music, cuisine and a robust wellness infrastructure, make the island uniquely positioned to expand its role in global wellness tourism.

Government officials have signaled they are actively working to improve access, regulation and integration with the broader tourism economy, sources familiar with the matter have confirmed. While some cannabis-friendly hospitality projects already exist, they have yet to be widely promoted. With medical cannabis, CBD and other plant medicines increasingly aligned with global wellness trends, Puerto Rico’s tourism sector is exploring ways to position the island as a destination for mindful, health-focused travelers.

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.

Source:

https://www.forbes.com/sites/javierhasse/2025/07/20/inside-the-new-cannabis-hospitality-economy-the-shift-from-gimmick-to-global-business/