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Cannabis tourism research

The Canadian Cannabis Tourism Research Study, a collaboration between the University of Guelph and New Heights Cannabis, aims to explore the demand for Canadian cannabis tourism, determine travel profiles and integrate cannabis experiences into travel plans.

“Market research on cannabis tourism is important for gaining a working knowledge of the consumer, which is critical for developing products, services and experiences that meet the needs and preferences of a new market segment in the very early stages of a new industry,” says Susan Dupej, Ph.D., University of Guelph.

“Cannabis and tourism are a natural connection, they really incorporate the entire cannabis ecosystem from education to shopping to enjoyment of the product. Canada is in the early stage of cannabis tourism development and discovery, these experiences can cover a wide range such as accommodations, shopping, events, attractions, lounges, and so much more,” says Jennifer Mason, founder, New Heights Cannabis.

The highlights of the study were presented at the 3rd Annual New Heights Cannabis Tourism Summit which took place on October 25, 2021.