Opening Pandora’s box: the making of cannabis tourism in Thailand

Abstract

In 2022, Thailand became the first country in Asia to decriminalize the possession of cannabis. Despite the government’s unwillingness to legalize recreational cannabis or promote cannabis tourism, a recreational cannabis industry fueled by tourism quickly emerged on a large scale in just a few months after decriminalization. Through the tourism worldmaking theory, the article seeks to show how cannabis tourism has taken shape in a semi-legal context following the decriminalization of cannabis in Thailand. Through a qualitative methodology combining document analysis, semi-structured interviews, and active participant observation, it is shown that following legislative changes, a recreational tourism industry has rapidly developed alongside the medical cannabis industry in which an array of cannabis products and services for tourists have emerged in the country’s major tourist destinations, transforming the tourism landscape of these places. Cannabis tourism has grown rapidly despite legal restrictions and government rhetoric aimed at preventing recreational cannabis tourism. The article aims to show that after opening Pandora’s box through the decriminalization of cannabis, cannabis tourism has developed on its own where many market-driven actors capitalized on this new economic opportunity following years of loss of income due to the COVID-19 pandemic.