The new intersection of cannabis and tourism
Not just a place where you can smoke cannabis, but a place where cannabis can change your worldview. Since decriminalization in 2022, Thailand has been attracting the attention of backpackers, digital nomads, and wellness-oriented travelers from around the world as the only country in Southeast Asia that openly accepts “420-friendly.” However, it is not just the attraction of being a “country where you can smoke.” Rather, Thailand is now trying to reconstruct the UX (experiential value) of the tourism experience itself, centered on “cannabis tourism.” Especially since the post-pandemic era, as the trend of “seeking meaning in travel” has grown, cannabis has been given a new context, not just as entertainment, but as a “tool to reconnect the mind and body.”
The "Cannabis-ification" of tourist destinations is accelerating
Co-working spaces attached to cannabis dispensaries, CBD spas, beach lounges where you can watch the sunset with a joint in hand, vegan restaurants specializing in cannabis cuisine, and even meditation retreat facilities are springing up all over Thailand. In the mountains of Chiang Mai, a small-group “microdosing x forest bathing” experience has become popular, and in luxury villas in Phuket, a “massage and cocktail experience with CBD oil” is attracting the attention of wealthy travelers and influencers. In Bangkok, a startup has also appeared that offers a “token-based cannabis experience” in the heart of the nightlife. By purchasing an NFT, you can access exclusive lounges and educational sessions, making this a cutting-edge example of cannabis tourism that is suited to the Web3 era.
Tourism policy as a redefinition of the nation brand
Behind this trend is not only the economic objective of increasing tourism revenue. The Tourism Authority of Thailand (TAT) has stated clearly that “the new Thai tourism is a trinity of health, culture, and freedom.” In other words, this is also a policy message that shifts the axis of the national brand from “cannabis = risk” to “cannabis = choice and value creation.” From 2024, experiential events with the theme of cannabis wellness, invitation of overseas media, and strengthening of cooperation between medical cannabis and hospitality are progressing, and it is becoming clear that the route is targeting not only the traditional backpacker demographic but the entire health tourism market.
Issues and questions hidden behind "freedom"
Of course, there are many challenges. The harmony between “freedom” and “morality” is still in the process of being explored, with issues such as the gap between values with local residents, the formation of norms in the educational field, the overuse by foreign tourists, and the lack of rules for use in public spaces. Especially in regional cities, while the cannabis business for tourists is rapidly increasing, the balance with local consensus building and environmental protection is being questioned, and multifaceted dialogue between the government, businesses, and residents is essential to realize “sustainable cannabis tourism”. However, that is why the time and co-creation process to cultivate “cannabis tourism as a culture” is important, which goes beyond the dimension of mere tourism and is a redesign of society and consciousness itself.
Travel destinations change from "places to smoke" to "places to think"
Thailand, once known for its beaches and temples, is now transforming into a place to “inhale deeply and think deeply.” There is nothing special about smoking marijuana. What do you feel through marijuana, who do you connect with, and what kind of future do you envision? It doesn’t end with just smoking. “What do you smoke, and how do you live?” – a country that asks such questions to travelers. That is the Thailand of today, which has declared itself “420 friendly.”