Exploring Cannabis Culture: Northern California Launches First Ever

EMERALD TRIANGLE, California. – Northern California has introduced The Cannabis Trail, a groundbreaking travel experience designed to showcase the history and ongoing cultural impact of cannabis in the state. A joint effort between Oakland, Mendocino and Humboldt counties, the initiative invites adults to explore a curated route from Santa Cruz to the Emerald Triangle that mirrors the concept of Napa County’s celebrated Wine Road.

The launch of the route comes at a time when interest in cannabis-related travel is rapidly increasing, with MMGY Travel Intelligence identifying approximately 72 million Americans as potential cannabis-motivated travelers. Forbes Cannabis tourism is estimated to be a $17 billion industry by 2022, and a 2023 Gallup poll found that 50 percent of U.S. residents have consumed the plant.

The route features cultural and historical landmarks important to California’s cannabis legalization movement. Oakland, known for issuing the world’s first cannabis stock license, serves as an important stop, offering insight into decades of medical facilities. The route also includes Mendocino and Humboldt counties within the Emerald Triangle, an area known for its growing conditions and historical significance from the back-to-the-land movement of the 1960s and 1970s.

“This is an extremely important time in the cannabis travel and tourism industry as the visitor experience continues to evolve with legalization,” said Peter Gamez, president and CEO of Visit Oakland. “By working with Humboldt and Mendocino counties, we have created unique, enjoyable opportunities for visitors while increasing the overall value for cannabis travelers.”

Ramon Jimenez, executive director of Visit Mendocino County, and Julie Benbow, executive director of the Humboldt County Visitors Bureau, were also excited about the opportunity to highlight their region’s rich cannabis heritage alongside other local attractions such as redwoods and wineries.

Visitors will experience compelling cultural narratives highlighting the heritage of cannabis, stories from the war on drugs and stories of human rights, including patient access, social equity and inclusion. They will also meet traditional craft cannabis farmers and tour the farms where the artisans live and work.

“We are excited to finally welcome visitors to our legendary cannabis farms and introduce them to our skilled farmers and other artisan makers,” said Benbow. “This is truly the beginning of a new era for tourism and travel. Northern California has an extraordinary experience to offer visitors.”

Founded in 2015 by Brian Applegarth, The Cannabis Trail includes twenty-five points of interest and will be featured during the Emerald Cup’s twentieth anniversary festivities August 17-18 in Oakland, California.