Oakland is making waves on the global stage, solidifying its place as a leader in both cannabis tourism and culinary excellence. Most recently, Condé Nast Traveler recognized the Oakland Cannabis Trail as one of the Top 2024 Bright Ideas in Travel. This honor positions Oakland alongside the most innovative destinations worldwide, highlighting the city's groundbreaking approach to integrating cannabis into the Oakland brand and experience.

Adding to this momentum, Condé Nast's 2024 Readers Choice Awards voted Oakland the #1 Best Food City in the United States, a testament to its rich and diverse culinary scene. Together, these accolades underscore why Oakland is a must-visit California destination for travelers seeking unique, dynamic, and inclusive experiences.

A Trailblazing Cannabis Tourism Initiative

Oakland’s innovative spirit shines through its Cannabis Tourism Program, spearheaded by Visit Oakland. At the heart of this program is the Oakland Cannabis Trail, a curated experience highlighting travel-worthy shops and lounges and weaving the cannabis experience into the city’s vibrant arts, food, and nature scenes. Trail visitors are introduced to the concept of Effect Pairing, where cannabis effects can enhance specific signature Oakland activities.

The program not only enhances the visitor experience but also drives economic impact, positioning Oakland as a global leader in cannabis tourism. Learn more about the Cannabis Trail on the Visit Oakland website.

Equity-Centered Experiences

Central to the Oakland Cannabis Trail is its focus on equity and social inclusion. The Oakland Cannabis Trail’s Equity-themed Path highlights Equity-owned cannabis businesses and related Cultural Landmarks, offering travelers an opportunity to support local entrepreneurs while learning about Oakland’s deep cultural roots. Notable stops include Root’d in the 510 and Nug Shop and Lounge, one of the world’s first Equity-licensed cannabis shops, with ties to Oaksterdam University, the pioneering cannabis industry academic institution.

The “This 420 Choose Equity” campaign brought national attention to these businesses, encouraging visitors to explore the trail and engage with interactive Cultural Landmarks and curated Effect Pairing experiences. By showcasing Equity-owned establishments and celebrating Oakland’s cannabis heritage, Visit Oakland has created a tourism model that is both impactful and inclusive.

National Recognition and Campaign Success

Visit Oakland’s Cannabis Program has garnered top industry honors, including a US Travel ESTO top three recognition and a CLIO Award, reflecting its innovative approach and positive community impact. The “This 420 Choose Equity” campaign generated significant engagement, including 4.2 million impressions over an eight-week run and an average microsite user time of 2 minutes and 18 seconds, double the industry benchmark.

Hosting The Emerald Cup: A Milestone for Oakland

Oakland’s status as a cannabis tourism leader was further cemented in 2024 when the city hosted The Emerald Cup, one of the most prestigious cannabis events in the world. Known for its celebration of cannabis culture, sustainability, and innovation, The Emerald Cup drew thousands of visitors, generating significant economic impact for the city during the month of August. This event underscores Oakland’s appeal as a destination that seamlessly integrates cultural heritage with cutting-edge tourism strategies.

In 2024, The Emerald Cup boosted local hospitality metrics, increasing occupancy and ADR by 5.7% and RevPAR by 12.1% compared to the four-week Friday/Saturday average. With 37% of attendees staying overnight, the event generated 3,332 room nights, contributing $490,149 in lodging revenue. Drawing a diverse audience, 44% of attendees traveled from out of town, with 15% coming from beyond California, including strong representation from the East and West coasts. Attendee spending exceeded $1 million in the local market, while total sales, including direct and indirect impacts, reached $1.7 million. Additionally, the event supported 713 jobs, highlighting its role in bolstering the local economy and showcasing its potential as a cornerstone event for the region.

A Model for Purpose-Driven Tourism

Visit Oakland’s Cannabis Program exemplifies how tourism can be both innovative and socially inclusive. Through initiatives like the Oakland Cannabis Trail and campaigns such as This 420 Choose Equity, Oakland has demonstrated how to create experiences that drive economic growth while celebrating local businesses and heritage.

As Oakland continues to receive national and global recognition, its commitment to equity, culture, and innovation sets a benchmark for other destinations. Visiting Visit Oakland’s official website allows travelers to explore everything this trailblazing city offers—from cannabis experiences to award-winning cuisine.

With accolades from Condé Nast and Food & Wine, the arrival of The Emerald Cup, and groundbreaking campaigns, Oakland is not just a destination—it’s a leader in the future of experiential travel.