Health, Wellness and the Marijuana Market

Marijuana, weed, ganja, herb. Whatever you call it, cannabis is under renewed scrutiny in the Caribbean as countries look to reform outdated drug policies and turn the once widely stigmatised substance into a potential new revenue stream. And as the movement towards legalisation sweeps through the islands, stakeholders in the region’s biggest industry are keeping a close eye on developments — knowing that cannabis tourism could be the sector’s next profitable niche.

Health and wellness

Around 183 million people worldwide are cannabis users, according to the 2017 World Drug Report, and when those users travel, they pour substantial dollars into their destinations. The two major international marijuana markets of the United States and Canada have seen a very positive uptick in tourists specifically coming to enjoy the drug legally. In Colorado, cannabis tourism has grown by 51 per cent since 2014, according to the Colorado Department of Revenue which said the state welcomed around 6.5 million cannabis tourists in 2016.

In California, operators offer tours of the so-called ‘Emerald Triangle’ — the Humboldt, Mendocino and Trinity counties which are home to dozens of farms, dispensaries and even a cannabis resort. Cannabis connoisseurs can also find edibles cooking classes, popular ‘wine and weed’ tours and marijuana spas.It’s the latter that could provide a model for the Caribbean tourism industry. With the islands already well-versed in catering to wellness tourists looking for spa breaks and detoxing vacations, it is just a short segue into the booming hemp health market.

Cannabis advocates say the herb fits perfectly into the health and wellness niche thanks to its therapeutic properties. Increasing scientific support for use of the plant in treating patients with chronic pain, cancer, multiple sclerosis, epilepsy, diabetes, glaucoma and other ailments has given marijuana a new legitimacy and added to the groundswell of public support for legalisation.

In recent years there have been efforts to ‘take back’ tourism in the Caribbean, moving away from generic large-scale offerings and towards a more homegrown, sustainable approach that gives the region’s citizens ownership of their industry. Marijuana has a part to play in this niche also, thanks to its links with Caribbean history, heritage and culture. Jamaica has been particularly active in this area, in part due to its large Rastafarian community.

Around the region 

The legal and political approach to marijuana around the Caribbean has been fragmented, with some countries indicating that they are ready to embrace the industry and others firmly opposed. Jamaica is undoubtedly leading the field, being the first Caribbean country to decriminalise marijuana, but others are joining the fray. Medical marijuana is available in both the US Virgin Islands and the Cayman Islands, under certain conditions. Antigua and Barbuda decriminalised the drug in 2018 and Trinidad and Tobago expects to follow suit this year. Also, this year, St Kitts and Nevis will mull a revamp of its cannabis policy following recommendations from its National Marijuana Commission. Barbados is also looking to reap the benefits of joining the market with academics from the University of the West Indies predicting it could earn up to US$ 1bn from the medical marijuana industry.

The cannabis conversation in Saint Lucia is ongoing, but without any clear resolution so far. In 2016 the government held a series of workshops throughout the country to gauge public opinion on the issue. By far the most active proponent of reform has been the Cannabis Movement of St Lucia which is pushing for legalisation based on the plant’s healthy properties, and the potential tax pay day for government. The group presented a policy paper to Cabinet in March, outlining a roadmap to reform, and hopes to see decriminalisation by the end of the year.

A cautious approach

In 2013 Uruguay became the first country in the world to allow the growth, sale and consumption of marijuana. Since then, the plant has outgrown its stigma to become big business. With more countries updating their drug laws, the Caribbean had better hurry if it wants a slice of this increasingly competitive market. The haphazard, piecemeal approach taken so far has its own dangers. The Caribbean is a heavily connected region with people flowing across national borders on a daily basis. Decriminalisation on one island, restricted medical use on another and a complete ban in another destination only leads to more chaos and confusion for the general public.

CARICOM formed a Regional Marijuana Commission in 2014 to encourage a multi-island effort and address the “uneven dialogue” in the region. The Commission’s final report, released last year, determined that “the status quo cannot be maintained and legal reform should be a priority for member states”.

But reform won’t happen overnight. Embracing legalisation not only requires a huge shift in mindset from Caribbean politicians, industry leaders and citizens, it must be accompanied by public education, safeguards for young people and focused training for the police and judiciary who will be on the frontlines of any change.  

The Caribbean is undoubtedly many years away from building a cannabis tourism industry. However, when the necessary framework is in place, this is a niche that could add tremendous value to the region’s tourism product in a sustainable and innovative way, as well as building further linkages between the agricultural and tourism industries — creating jobs, attracting FDI and increasing government revenue.

The CARICOM Commission struck a note of caution in its recommendations, warning member states that cannabis should not follow the same pattern as the cocoa, sugar or coconut industries, ie while the region’s farmers produce the raw materials, foreign processors with greater resources buy up these materials and create sophisticated by-products in their own markets. The cannabis industry is wide and lucrative, encompassing oils, edibles, medicinal products and even cosmetics. The true economic gains of marijuana will only be realised if the potential is mined and developed by local farmers, local entrepreneurs and local tourism operators.