Canada has pioneered some spaces in terms of progressive cannabis advocacy and industry opportunities for decades now, in part thanks to Jody Emery and Cannabis Culture. However, hurdles continue to come up in regards to tourism in Canada. There are both opportunities and obstacles in the ongoing work for more access and capacity for tourism.
Most recently, in the city of Calgary, Alberta, a City Councillor has introduced a motion to permit cannabis sales at adult-only festivals and events within the city. This initiative seeks to harmonize Calgary’s regulations with provincial policies established in 2024, which allow such sales under specific conditions. Currently, Calgary’s bylaws mandate that cannabis sales be associated with a provincial license and conducted at fixed retail locations, effectively prohibiting sales at temporary events. This restriction was originally implemented in 2018 to curb illegal online sales but has inadvertently limited legal cannabis availability at local festivals and events. The proposal aims to remove this barrier, facilitating regulated access to cannabis in public event settings.
Regulatory Hurdles in Cannabis Tourism in Canada
Despite the nationwide legalization of cannabis in Canada in 2018, the development of cannabis tourism has been stunted. The absence of coordinated policies and comprehensive data tracking at municipal, provincial, and federal levels in Canada has impeded the growth of this industry.
In Alberta, discrepancies among regulations from Alberta Health Services (AHS), the Alberta Gaming, Liquor, and Cannabis Commission (AGLC), and municipal authorities have created challenges for businesses aiming to offer cannabis-related tourist experiences.
Even events that were conducted after hours in privately rented spaces, AHS and AGLC classified the venue as a “publicly accessible space,” rendering the events non-compliant with city bylaws. Additionally, obtaining a special event permit for such activities necessitates a 90-day application process, significantly longer than the two-week period required for alcohol-related events. Furthermore, events are limited to a maximum of 15 occurrences per year, posing additional constraints on business operations. This is not unlike some of the hurdles the U.S. has had for social consumption venues. However, Colorado is one state that has managed to capitalize on cannabis tourism.
Economic Potential of Cannabis Tourism
Calgary welcomed approximately 8.4 million visitors in the past year, which suggests significant economic opportunities. If even a modest percentage of these tourists were drawn by legalized cannabis and participated in related activities, the financial impact could be substantial. For instance, if 6.2% of visitors—mirroring Colorado’s data—traveled to Calgary specifically for cannabis-related reasons, this would equate to over 520,000 tourists. Assuming each visitor spent an average amount on cannabis products and related services, the total economic contribution could reach into the hundreds of millions of dollars.
In 2023, visitors to Alberta spent a total of $12.7 billion, with the province aiming to increase this figure to $25 billion by 2035. Integrating cannabis tourism into the broader tourism strategy could play a pivotal role in achieving this objective. However, realizing this potential necessitates the development of coherent policies and streamlined regulations to support and nurture the cannabis tourism sector.
Future Prospects for Calgary’s Cannabis Tourism
To position Calgary as a leader in cannabis tourism, several steps are essential. Aligning municipal bylaws with provincial regulations, as proposed by Councillor Penner, is a critical first move. This alignment would permit licensed vendors to sell cannabis at adult-only events, thereby enhancing the city’s appeal to tourists seeking such experiences.
Moreover, fostering collaboration among AHS, AGLC, and municipal authorities is vital to create a regulatory environment conducive to business innovation while ensuring public health and safety. Simplifying the application process for event permits, reconsidering event frequency limitations, and providing clear guidelines for businesses can encourage the development of diverse cannabis-related tourist offerings.
By addressing these regulatory challenges and capitalizing on the growing interest in cannabis tourism, Calgary has the opportunity to significantly boost its tourism industry. This approach not only promises economic benefits but also positions the city as a progressive destination in the evolving landscape of cannabis tourism.
