The Medicinal Cannabis (R)evolution

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Consequently, the number of developing countries are becoming popular destinations for medical tourists.

Unfortunately, there has been limited empirical research as to whether medicinal cannabis attracts or deters tourists to a destination. Most of the research in this area has, instead, been linked to recreational cannabis. One of the earlier cited case studies for recreational cannabis use in the tourism sector is the Dutch model. It can be noted that the authorities in the Netherlands have historically taken a more realistic approach to cannabis policy. The approach was adopted in the late1970’s and was an attempt to separate low-risk market from the market for more risky illegal drugs. The policy effectively decriminalized the personal possession of cannabis for adults, and tacitly allowed for the existence of “ coffeeshops ” for low-volume sales. These outlets were however only allowed to operate under strict licensing conditions including age restrictions, a prohibition on the sale of other drugs and control on marketing. MacCoun (2011) noted that in the case of the Netherlands, data showed that of the four to five million tourists who visit Amsterdam, about a quarter visit a coffeeshop and about 10 per cent of them cite cannabis as one of the reasons that they visit. The Federal Reserve, in a 2018 article, indicated that the industry has had many positive spillover effects on the economy, through increased sales and significant increases in direct and related employment (Felix & Chapman, 2018). These initial results suggest that there are likely to be significant direct and indirect benefits for the tourism sector from both medicinal and recreational cannabis, by increasing the value of tourism expenditures and offering visitors other options through this new legal product. Notwithstanding the limited empirical research, there may be significant linkages with the tourism industry. In fact, if one considers the types of qualifying conditions that medicinal cannabis may possibly treat (see Figure 1), the industry may provide member countries greater opportunities to deviate from the current seasonal nature of the industry and pursue opportunities for year-round growth through the promotion of health and wellness tourism. By its nature, this segment will necessitate regular medical check-ups and medical tests prior to being prescribed cannabis treatments. This opens up a range of other opportunities beyond those for recreational cannabis.