In recent years, 38 countries have decriminalised or fully legalised recreational usage, sparking a “green rush” of cannabis tourism. It’s upmarket too. High-value excursions offer opportunities to combine sampling your favourite strains with education, wellbeing and exploration.

Forget Amsterdam, today’s cannabis tourism pioneers focus on the finer things – think meet-the-farmer sessions, cookery classes, wine-and-weed pairings and ganja yoga in cannabis- friendly accommodation.

Head to Denver for a two-hour sushi and joint-rolling class; try the Rastafarian’s sacred “healing herb” on a visit to Bob Marley’s hometown in Jamaica; or go big at Planet 13 in Vegas which, at 115,000sq/ft, is the world’s largest cannabis dispensary, complete with museum and restaurants.

’Great earning potential’

Cannabis is freely available in Mexico, Thailand and Jamaica, but when it comes to entrepreneurship, the US and Canada lead the way. Recreational marijuana sales have been legalised in 22 of the US’s 50 states so far, with the drug already estimated to deliver $12.6 billion tourism benefits annually.

As well as medicinal benefits, cannabis advocates say the drug fits well into the holiday experience, promoting creativity and perception and intensifying the sense of taste.

“Cannabis aficionados of all ages are interested in exploring what weed has to offer to enhance their holiday experiences,” said Georgi Gordon, membership chair of the US-based Cannabis Travel Association International (CTAI). “The choice is huge and earning potential great. Plus this is a welcoming community devoted to providing education, events and travel opportunities for guests.”

Across the Atlantic, almost all “regular” excursions can be found with a side of weed. Hiking, city tours and wellness retreats abound, but the most popular are the dedicated tours of grow facilities that provide a behind-the-scenes look at the farming and processes.

Think about the trips you’ve sold with brewery experiences, or to famous drinking cities like Bruges or Munich. The real surprise is that UK holiday firms, usually quick to spot a trend, haven’t jumped on the bandwagon. No operators currently offer packages with marijuana-related extras, and don’t appear likely to.

“I think opinion on the safety or moral value of taking cannabis is divided, so operators risk damage to their business from those who disapprove,” reasoned Aito head of commercial Bharat Gadhoke. TTG contacted a host of major operators offering the US, Jamaica and Thailand, but all refused to comment on the issue.

Chicken-and-egg

But with CTAI insisting UK visitors are already booking direct with its members, there is clearly earning potential. This chicken-and-egg case suggests cannabis fans understand the scene well enough to go solo, while retailers lack the knowledge or confidence to tap holidaymakers who may be persuaded to try something new.

So what’s next? As always, the answer lies in education. Agents in the US and Canada have been busily promoting cannabis options when clients ask for breaks to “legal” destinations. CTAI produces its own advocacy tool kit, giving members advice on how to discuss and sell cannabis holidays. Gordon said the association would welcome more interaction with the UK travel trade.

Research last year revealed 55% of Brits now support relaxing UK cannabis laws, while almost five million adults regularly use the drug, despite prohibition. Is it time to take a deep breath and join in?