The regulatory gaps in cannabis consumption are critical to address in order to support entrepreneurial activity around cannabis tourism and hospitality.

As a result, the industry is driving regulation around cannabis tourism and hospitality in Canada.

Tourism is an institutional arrangement that is supported by the government through regulation. In order for the cannabis tourism industry to move forward in a socially responsible and sustainable way, regulation is required in the area of cannabis consumption, marketing and advertising.

This regulation is needed at a critical time when an industry (decimated by a pandemic) is attempting to recover from lost economic contributions from hospitality and tourism.

Cannabis tourism has the potential of playing an integral role in generating new opportunities to replace significant losses. Regulation, however, first needs to be established and implemented through a collaborative industry-led approach to setting standards.