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Tourism

Hawaii Sees High Interest in Cannabis Tourism Amid Shift in Regulations

Strategic Insights

— 2 min read

Travelers to Hawaii are more likely to be interested in experiencing cannabis during their vacation, with 46% of likely Hawaii travelers expressing interest, compared to 39% of U.S. leisure travelers, according to a recent MMGY Travel Intelligence study. This shift in interest is attributed to the easing of regulatory environments for cannabis, creating a niche market for cannabis tourism and its surrounding infrastructure. State Representative Adrian Tam, who chairs the House Committee on Tourism, supports allowing adult personal use of marijuana with strong regulations, while Honolulu Prosecutor Steve Alm is skeptical of its potential impact on tourism.

Key Takeaways:

  • 46% of likely Hawaii travelers are interested in experiencing cannabis during their vacation, compared to 39% of U.S. leisure travelers, according to MMGY Travel Intelligence's Portrait of American Travelers.
  • Hawaii is a popular destination for cannabis travelers, with the Island of Hawaii being the top destination of interest for active leisure travelers who want to participate in a cannabis-related activity (66%).
  • The regulatory environment for cannabis in Hawaii allows for medical use, but personal use remains illegal, despite decriminalization.
  • State Representative Adrian Tam supports allowing adult personal use of marijuana with strong regulations, citing the existence of cannabis dispensaries and a regulatory environment for medical use.
  • Honolulu Prosecutor Steve Alm is skeptical of the potential impact of legalizing marijuana on tourism, citing concerns from Japanese travel wholesalers who view cannabis as comparable to methamphetamine and cocaine.
  • The number of out-of-state patient cards issued in Hawaii for medical marijuana use has increased over the years, from 1,473 in 2020 to 3,003 in 2025 (Jan. 1 - July 31).
  • Simon Moriarty, vice president of syndicated research for MMGY Travel Intelligence, notes that the data shows Hawaii is a popular cannabis tourism destination despite not having fully embraced recreational use.
  • Brent Norris, owner of Hawaii Cannabis Tours, lists his home, Treehouse.farm, on budandbreakfast.com and advertises camping on about a half-dozen other sites, catering to visitors interested in cannabis education and experience.

Statistics:

  • 46% of likely Hawaii travelers are interested in experiencing cannabis during their vacation, compared to 39% of U.S. leisure travelers.
  • 66% of active leisure travelers interested in cannabis-related activities choose the Island of Hawaii as their destination.
  • 3,003 out-of-state patient cards were issued in Hawaii for medical marijuana use from January 1 to July 31, 2025.
  • 4,491 out-of-state patient cards were issued in Hawaii for medical marijuana use in 2024.
  • 5,107 out-of-state patient cards were issued in Hawaii for medical marijuana use in 2023.
  • 5,709 out-of-state patient cards were issued in Hawaii for medical marijuana use in 2022.
  • 4,824 out-of-state patient cards were issued in Hawaii for medical marijuana use in 2021.
  • 1,473 out-of-state patient cards were issued in Hawaii for medical marijuana use in 2020.
  • 2,269 out-of-state patient cards were issued in Hawaii for medical marijuana use from March 1 to December 31, 2019.

Sources:

  • MMGY Travel Intelligence's Portrait of American Travelers
  • Hawaii Department of Health
  • The Honolulu Star-Advertiser

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