Retreat yourself: How cannabis is revolutionising wellness tourism

Cannabis tourism is on the rise in North America. But what about across the rest of the world? As more and more travellers design their holidays around health and wellness experiences, cannabis-friendliness continues to be a driving force in their decision-making – and savvy hoteliers in both newly-minted and more established cannabis markets are benefitting.

Avoiding Amsterdam

Cannabis tourism is nothing new. Generations of students have made pot-fuelled pilgrimages to Amsterdam and Marrakech. However, right now we’re seeing a new type of cannabis tourist emerge – one for whom wellness and wellbeing-focused experiences are a prominent feature in their leisure time: both at home and away. 

While exotic all-inclusives seem to have enjoyed a post-pandemic resurgence, it seems that beach slouching and all-the-booze-you-can-quaff packages aren’t for everyone. According to research, the global wellness retreat market is set to reach $363.9 billion by 2032 – more than double 2022 figures. 

With both niche and major tourism operators alike doubling down on the trend, it’s hard not to disagree. However, few are putting cannabis front and centre. While there are many reasons why they’re not (mostly stigma) as I see it, they’re missing out. 

Regulation in a shifting nation

Take Thailand, where my hotel is based. When the cannabis laws changed in 2022, there was some nervousness around the impact this might have. However, this has since been rolled back to medical-only. While many see this as undermining progress, for consumers, all this means is that they’ll need to complete a (P33) form, and consult with a medical professional: either a clinician or a traditional medicine practitioner. 

Giving consumers access to onsite healthcare professionals – who can both prescribe and offer guidance on benefit maximisation – is essential in any wellness setting, as we continue to see firsthand at The Beach Samui’s on-site dispensary, The Herbalist. But combine this with 5-star service, beautiful surroundings, and a whole host of R&R-inspired workshops and classes, and the proposition becomes stronger still. 

Moving on from medical tourism

People from many Western nations continue to frequent medical tourism hotspots – like Turkey, Egypt, Colombia, and others – for cost-effective cosmetic procedures, as well as everything from laser vision correction to gastric band surgery, and even fertility treatment. Building on this trend, as people prioritise their mental as well as physical health, wellness is becoming part of their preventative care.

Stress, fatigue, pain, and anxiety can all take their toll on our minds and bodies; with many already using cannabis to alleviate these symptoms. But others are searching for something truly transformative. 

Ayahuasca retreats seem to be de rigeur right now; but for those at the start of their plant medicine journey, using cannabis as part of their wellness adventure seems like a milder prospect by comparison. That said, we regularly hold ‘Bud & Breathwork’ workshops for guests and visitors. Having participated in them myself, I can attest to how powerful and positive the results can be. 

Cannabis goes hand-in-hand with mindfulness, and as we all know, the Entourage Effect of terpenes and cannabinoids can contribute to an improvement in overall wellbeing. But, as mentioned earlier, stigma persists. However, when cannabis tourism is couched within a premium vacation experience, perceived misconceptions from those ambivalent – or opposed – to consumption quickly go up in smoke. 

Ultimately, the more people are exposed to the plant and its properties, the less stigmatised it becomes. And if that exposure takes place in lush tropical surroundings, after an energising sunrise yoga session, a quick dip in the Gulf of Thailand, followed by a floating tray of fruit and pastries, well, you’d be hard-pressed not to loosen your stance a little. 

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