THE TRUTH ABOUT CANNABIS TOURISM: A GIANT REVENUE OPPORTUNITY FOR SOUTH AFRICA

June 2026: Tourism remains one of South Africa’s key growth drivers. According to Stats SA, the sector directly employed approximately 953,981 people in 2024, created 185,158 new jobs that year, and accounted for 1 in every 18 jobs nationwide. It contributed R361.7 billion to GDP, highlighting tourism’s role in national growth and local enterprise. Despite this, cannabis tourism remains largely unmeasured and informal. Route 420 aims to address this gap.

What is the reality behind this emerging industry?

As tourism drives jobs and growth in South Africa, Route 420 is working to formalise cannabis tourism through vetted venues, travel partners, and regional discovery.

With many independent cannabis spaces opening across South Africa, there is currently no reliable data on the number of outlets. Industry estimates suggest the total is in the thousands.

“We have to be the home to the most clubs that pay the most attention to privacy,” says Managing Director and Co-Founder of Fields of Green For All, Myrtle Clarke.

South Africa is believed to have the highest number of privacy clubs globally.

As more South African cannabis entrepreneurs enter the market, sector participants are increasingly moving into tourism. Route 420 is one such example.

Camron Bramley, founder of Rolling Stoner Magazine, observed through years of travel that a vibrant tourism and cultural framework already exists around cannabis in South Africa. Many people seek destinations and experiences that reflect the country’s cannabis culture.

“Over the past several years, I’ve travelled across the country visiting stores, meeting owners, documenting communities, and exploring towns where there were experiences to be shared with other South Africans and the world,” says Bramley.

Bramley’s experience led him to develop the concept of Authenticated stores for Route 420. These venues are personally visited and vetted, providing travellers with assurance that the spaces are safe, welcoming, and worth exploring.

In its first tourism partnership, Route 420 is offering outlets the opportunity to win experiences that align with the cannabis travel lifestyle. Partners include:

Route 420’s long-term goal is to develop curated travel routes, regional guides, tourism-focused mapping, and community-driven discovery. By linking cannabis-friendly destinations with established tourism experiences,

Route 420 aims to formalise a sector that has grown primarily through word of mouth and personal networks. As established tourism partners enter the cannabis sector, others are encouraged to participate.

“There is so much diversity in our cannabis culture in South Africa, and often these small outlets are family-owned establishments that are putting food on the table. It’s these authentic destinations I want to help elevate and help,” says Bramley.

South Africa offers diverse landscapes, road trips, hospitality, rural towns, coastal routes, and cultural depth to support world-class tourism.

Cannabis tourism adds further value. If developed responsibly, it can attract new visitors to overlooked towns, support small businesses, encourage regional travel, and foster a more connected national cannabis culture.

However, for many working in South Africa’s cannabis sector, the legal landscape remains uncertain.

While private adult cannabis use is protected, commercial dealing remains prohibited. As a result, employees in cannabis outlets may still face legal risks depending on business structure and their specific roles.

Cannabis tourism is already taking place. We now have the opportunity to shape, support, and structure it as part of South Africa’s broader tourism success.