Can Cannabis Tourism Thrive Despite COVID?

Coming into 2020, business was booming for Emerald Farm Tours with no signs of slowing.

The San Francisco-based company, which takes its guests to area cannabis businesses and cultural landmarks, experienced 200% month-over-month growth from September 2019 to February 2020 and was preparing for a “hiring blitz” as tour bookings spiked to around five per week, according to Victor Pinho, the company’s co-founder and CEO.

“And then it just stopped,” Pinho said.

He and his business, of course, weren’t alone.