WATCH: Why cannabis is a fit for Kelowna’s agritourism brand

• Cannabis summit draws hundreds of delegates
• Gathering focuses on creating economic development

Kelowna can further bolster its already strong tourism sector by seeking opportunities in the cannabis sector. That was part of the discussion on destigmatizing cannabis to create economic opportunities at the BC Cannabis Summit being held at the Eldorado Resort.

The budding cannabis agritourism industry is one obvious place to start.

“Cannabis tourism really is like any other emerging tourism sector,” Lisanne Ballantyne, president and CEO of Tourism Kelowna, told Kelowna10. “We have to still find out some data about what is happening out there, trend-wise, what’s the supply in this area, what’s the demand in this area as well.”

She said the cannabis experience fits into the Okanagan brand, and Kelowna is positioned with great agritourism industry potential, which can be bolstered by the introduction of cannabis.

“We’re also carefully watching what is the entrepreneurial uptick on introducing cannabis-related experiences,” Ballantyne explained. “It’s about the business side of cannabis, the economic development side, but it’s also on how cannabis fits into the Kelowna visitor experience.”

Ballantyne was among other speakers Thursday who were from various backgrounds such as the Westbank First Nation and Central Okanagan Economic Development Commission.

They discussed the importance of acceptance, collaboration, passion, and coming together to build the sector. They also said many of the rules and regulations surrounding the experiences are up to municipalities, whose hands are often tied by higher governments.

Strong support for legal cannabis

Another speaker, Nathan Mison, co-chair at the Canadian Cannabis Tourism Alliance, said 81 per cent of Canadians have shown they’re actually supportive of cannabis legalization.

“I think it’s really important to talk about the fact that cannabis isn’t as taboo as people think it is,” he said. “The opportunity to use cannabis to help the tourism and hospitality sector regrow from the punishing effects of COVID is an incredible opportunity to enhance the cannabis sector, and rebuild the tourism and hospitality sector.”

He said the best way to create that environment for growth is through regulatory changes, municipal involvement, and speaking to the 81 per cent, instead of focusing on the 19 per cent who are opposed.

“We look forward to talking about what a Canadian cannabis tourism sector can be across the country,” he explained, “and having B.C. be one of the places that really leads the way is an exciting thing.”