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2016 Mtns & Mesas with covers

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page 10<br />

Mountains & <strong>Mesas</strong><br />

Pot Tourism<br />

The legalization of marijuana in Colorado has created a whole new<br />

class of tourist chasing a new take on the Rocky Mountain High<br />

So, this is a story topic I did not imagine myself<br />

writing two years ago. Pot. Tourism.<br />

But here in <strong>2016</strong>, I would be remiss if I did not<br />

mention the incredible boom marijuana has injected<br />

into the Colorado Tourism industry. And it’s not one<br />

you’re going to hear about in most official tourism<br />

sources.<br />

Cannabis tourism is already a big draw for many<br />

Colorado visitors. According to the Denver Business<br />

Journal, a Colorado Tourism Office survey recently<br />

released showed 48 percent of summer travelers<br />

were influenced by legal recreational pot -- even<br />

thought the state's $4.5 million tourism ad campaign<br />

promoting sprawling backcountry, hot springs and<br />

rugged mountains makes no mention of local marijuana<br />

outlets.<br />

Despite the study's findings, state tourism offices<br />

remain unconvinced legal cannabis is contributing<br />

to the state's record-setting $18.6 billion tourism<br />

revenue, up 7.4 percent from 2013, also a record-setting<br />

year. Roughly 7 million out-of-state travelers<br />

visit for the state's ski season, out of a total of 71.3<br />

million visitors annually.<br />

Critics of advertising Colorado as a stoner haven<br />

said any remaining stigma associated <strong>with</strong> pot<br />

smoking could infringe on the state's family-friendly<br />

reputation. Marijuana lounges are still illegal in the<br />

state, <strong>with</strong> consumption limited to private homes<br />

and hotels, and cannabis-friendly accommodations<br />

are difficult to come by. Inquiries about weed retail<br />

remain few and far between, according to the Colorado<br />

Tourism Office.<br />

The resistance has some pot business owners exasperated.<br />

They claim tourism offices that refuse to<br />

market Colorado's weed-themed attractions are<br />

doing taxpayers a disservice and missing an opportunity<br />

to give the state a competitive edge this season<br />

as travelers start to research ski destinations.

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