April 17, 2023

Syilx (Okanagan)/Kelowna, B.C. – The Retail Cannabis Council of BC (RCCBC) and BC Craft Farmers Co-op (BCCFC) are pleased to announce that a new study on Canada’s cannabis opportunity will be released this week at the BC Cannabis Summit by Dr. Susan Dupej of the University of Guelph. The second annual BC Cannabis Summit is scheduled to take place from April 21-23, 2023 on the traditional and unceded territory of Syilx Okanagan People in Kelowna, B.C.

The objective of Dr. Dupej’s study, Canadian Preferences for Cannabis Tourism in Canada, is to better understand the demand for Canadian cannabis tourism experiences and create the “canna-tourist” profile by exploring intentions for integrating cannabis experiences into travel plans.

“Given the recency of cannabis tourism in Canada’s legal context, little is known about who is interested in cannabis tourism and in what ways they are interested,” said Dr. Dupej. “Only US data is available to provide insights on cannabis tourism, which, while interesting, is not completely relevant to the Canadian context. This new knowledge documents the characteristics of a new market segment in the very early stages.”

The study, conducted over four months in 2021 with New Heights Cannabis and the University of Guelph, assumes that by identifying consumer preferences and expectations, we identify new business opportunities. Among other things, the study provides insight on:

  • traveller interest in cannabis-related tourist activities in Canada
  • most desired Canadian cannabis tourism destination
  • traveller interest in infused food & beverage and in licensed establishments
  • distances Canadians are willing to travel for Cannabis tourism In Canada
  • reasons for incorporating Cannabis into a tourism experience in Canada
  • views on legalization and tourism
  • the most desirable method of consumption that non-consumers of cannabis are willing to try while on vacation

“Cannabis is complementary to many types of travel and is a way to diversify existing tourism products and experiences,” concluded Dr. Dupej.  “Rural and urban regions can benefit from diversified economic activities resulting from new business and employment opportunities related to cannabis tourism and hospitality.”

Dr. Susan Dupej is a Social Sciences and Humanities Research Council of Canada (SSHRC) Post-Doctoral Research Fellow at the University of Guelph in the School of Hospitality, Food and Tourism Management, in Ontario, Canada. Her research investigates the social and economic impacts of federally legalized cannabis on Canada’s tourism industry. Her current areas of study include cannabis normalization, socially responsible consumption, motivations and interests of the canna-tourist, the development of cannabis farm-to-gate sales, and the opportunities for cannabis agritourism in Canada. Dr. Dupej is a Sessional Lecturer at the University of Guelph and teaches a variety of tourism and geography courses. She is also a co-founder and the President of the Canadian Cannabis Tourism Alliance (CCTA).

RCCBC and BCCFC are also founding members of the CCTA, which was established last year to help make Canada the world’s top international cannabis tourism destination.

Since the 2023 BC Cannabis Summit was launched earlier this year, All Nations Mestiyexw and Weed Pool Cannabis Cooperative have been announced as presenting partners. A comprehensive three-day event agenda was also announced, which includes a keynote address from BC’s Deputy Premier, Hon. Mike Farnworth. See details at



BC Cannabis Summit: