In this episode, Herb is joined by Brian Applegarth, founder of Applegarth Strategies and the Cannabis Travel Association International. A recognized leader in cannabis and hemp tourism, Brian shares insights on how the industry has evolved, drawing lessons from early adopter states like Colorado and California. Together, they discuss how cannabis can be integrated into destination branding, the role of experiential travel, and the importance of smart regulation and marketing. With an estimated 72 million cannabis-interested travelers and a projected $17 billion market, this episode dives into the opportunities and challenges of tapping into this growing tourism segment, and the vital role of education in breaking down stigma.Joint Session: Diverse Voices in NYS Cannabis is produced by Herb Barbot, with executive production and marketing by Simlev. Please contact us at herb.jointsession@gmail.com if you have any questions or comments, including topics to cover. Follow the show on Instagram at <a href="https://www.instagram.com/jointsession.pod/">jointsession.pod</a>, on BlueSky at @jointsessionpod.bsky.social and on LinkedIn at <a href="https://www.linkedin.com/company/joint-session-podcast/">Joint Session Podcast.</a>  If you enjoy the show, leave us a rating and review on your favorite podcast platform. It helps new listeners find the show.

Exploring the Future of Cannabis Tourism