Marijuana businesses have long proclaimed that cannabis is drawing visitors to Colorado. Now they have proof.
A study commissioned by the Colorado Tourism Office and presented to the office's board of directors on Wednesday shows legal weed as a growing motivator for trips to Colorado — conflicting with the mantra of tourism officials statewide that savvy marketing alone is responsible for record visitation and spending in the past two years.
While the state's "Come to Life" ad campaign is certainly successful, surveys in October and November of potential summertime visitors who were exposed to the state's tourism ads revealed that the marijuana laws influenced vacation decisions nearly 49 percent of the time.
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