Brian Applegarth is the leading expert in cannabis and hemp tourism. He pioneered initiatives such as the Cannabis Travel Association International and the Cannabis & Hemp Hospitality Training Course, and he co-authored the first national study on the Active Leisure Cannabis Travel Audience in the United States.
Applegarth regularly speaks at travel industry and cannabis industry events, and he leads the Cannabis & Hemp Task Force for Destinations International and the Cannabis & Hemp Council for the California Travel Association. Destinations International is the world’s largest association of destination organizations with over 700 member orgs and more than 7,500 destination professionals from 26 countries and territories around the world, and the California Travel Association serves 240 travel member organizations throughout California.
Applegarth’s work has been recognized by the Clio Awards, the Visit California Poppy Awards, US Travel ESTO Awards, Conde Naste, and the International Federation of Fairs and Expos Awards. Clients include Visit California, SF Travel, Travel Santa Ana, Sonoma County Tourism, Visit Oakland, Visit Mendocino County, Humboldt County Visitors Bureau, Canopy Growth, Kootenay Rockies Tourism, Hello Burlington, Visit Modesto and others.
Applegarth co-created and launched the California State Fair Cannabis Awards & Exhibit, the first-ever state sanctioned cannabis exhibit and awards program. He is a Certified Ganjier cannabis sommelier.
Read more about Brian’s impacts:
“Hello Burlington hired Brian before recreational cannabis became legal in the state of Vermont. We knew it was coming, but we did not know what to expect. They helped our board understand the opportunities, the risks, the myths, and the realities in a way that allowed us to proactively develop a cannabis tourism strategy that worked for our destination.”
Jeff Lawson, Hello Burlington
“Brian is one of the most knowledgeable and articulate sources of insight on emerging trends in cannabis-related travel. Destinations interested in defining and navigating market development opportunities in this space will benefit significantly from his expertise.”
Peter Yesawich, MMGY Global Founder
“Our Visit Oakland cannabis program earned ESTO Award recognition in 2023. Brian is fearlessly creative and has a knack for data-driven innovation. His expansive network and deep knowledge across industries makes him a uniquely effective leader in his respective niche.”
Peter Gamez, Visit Oakland
“Brian’s unique expertise and strategic, data driven approach have been key to shaping the evolution of cannabis for Desert Hot springs. This is a crucial industry for our city and Brian’s unmatched insight and knowledge has provided us with an extremely well-thought plan moving forward.”
Sean Smith, City of Desert Hot Springs Economic Development
Todd O’Leary, Sonoma County Tourism