Schedule III and the Experience Economy: A Federal Signal in a Maturing Cannabis Travel Market

By Brian Applegarth

The recent executive order issued by President Donald Trump directing the federal government to expedite the reclassification of cannabis from Schedule I to Schedule III is not the culmination of cannabis reform in the United States. It does not, on its own, change federal law. Cannabis is not yet Schedule III.

The executive order restarts and accelerates a long-stalled administrative process, one that had already been moving, slowly and procedurally, through federal agencies. In that sense, this moment is best understood not as a destination, but as a waypoint.

And as with many moments in cannabis policy, the signal may matter more than the speed.

A Federal Signal, Not a Final Outcome

Schedule III remains a proposed outcome, subject to administrative review, hearings, and rulemaking. State-by-state legalization frameworks remain firmly in place, and the long arc of cannabis reform continues to unfold incrementally. But the executive order is nonetheless meaningful because it reinforces something that has already been true in practice: cannabis is increasingly recognized, institutionally, as belonging within regulated systems rather than categorical prohibition.

That recognition carries implications beyond law enforcement or taxation. It shapes perception, legitimacy, and planning, particularly in adjacent sectors like travel, tourism, and the experience economy, where institutional confidence often lags behind consumer behavior.

This is why accuracy matters. Overstating the immediacy of Schedule III risks misunderstanding the moment. Understating its significance misses it entirely.

A Market That Has Been Forming Ahead of Policy

For more than a decade, the modern day cannabis experience economy has evolved largely independent of federal leadership. Travelers, consumers, and destinations have moved first, while policy has followed cautiously, if at all. Hospitality operators and destination leaders have navigated cannabis and hemp carefully, aware of demand, but constrained by ambiguity and reputational risk.

The executive order does not resolve those constraints. But it does shift the context in which long-term decisions are made.

Federal acknowledgment, even in process, matters because it reframes legitimacy.

Cannabis is no longer being discussed solely as a substance with “no medical value,” but as one undergoing formal reconsideration within existing regulatory frameworks. That distinction influences how investors assess risk, how destinations justify education and training, and how experience designers think about responsible integration over time.

What the Experience Economy Signals

From an experience economy perspective, cannabis travel has never been about access alone. It is about context, how cannabis is framed, understood, and integrated into place-based experiences and destination storytelling.

Traveler intent reflects this shift. Research from MMGY Travel Intelligence’s Portrait of the American Traveler® 2025 shows that 28 percent of U.S. leisure travelers interested in cannabis experiences express interest in trying a cannabis product based on the medical or therapeutic positioning of the plant. This does not speak to outcomes or treatment. It speaks to perception. Cannabis is increasingly being engaged through a legitimacy-oriented lens.

Hospitality expectations reinforce the same trend. Twenty-nine percent of travelers interested in cannabis-friendly hotels prioritize properties with knowledgeable staff who can answer basic questions and offer cannabis experience recommendations within the destination. This is a critical distinction. The audience is not asking for permissiveness. They are asking for preparedness, education, and professionalism.

Together, these signals point to a maturing market, one that values structure, context, and credibility.

Hospitality as a Leading Indicator

Hospitality has historically been one of the clearest indicators of normalization for regulated adult-use categories. Where cannabis and hemp-friendly accommodations and experiences exist, expectations increasingly mirror those seen in other mature sectors: clear guidelines, thoughtful design, and staff equipped to navigate questions responsibly.

Recent state-level developments underscore this trajectory. California’s decision to allow licensed cannabis cafés to serve food and non-alcoholic beverages alongside cannabis products illustrates how integration is beginning to take shape in practice. These are not fringe concepts. They are social, place-based environments designed around moderation, design, and cultural context.

The executive order does not create these models. But it strengthens the institutional logic supporting them as the administrative process unfolds.

A Journey Toward Maturity

This moment should be understood as part of a longer journey, one that brings increased recognition alongside increased responsibility. As cannabis and hemp continue to move into the experience economy, expectations around professionalism, compliance, education, and accountability will continue to rise.

That progression is not a constraint on growth. It is a prerequisite for sustainability.

Schedule III is not yet law. The process will take time. But the direction is clearer than it has been in decades.

The Takeaway

For destinations, tourism leaders, hospitality brands, and investors, the implication is not urgency, but readiness.

The cannabis experience economy is still forming. The audience is already moving. Experiences are evolving accordingly. The executive order does not mark the end of the journey, but it does reaffirm its trajectory.

The market is maturing.

The experience economy is taking shape.

And federal policy is moving in the same direction.

Brian Applegarth is an experience economy analyst and destination intelligence voice focused on the intersection of cannabis, hemp, travel, and place-based development. He has been involved in shaping the cannabis and hemp experience economy since the earliest days of legalization and has helped architect foundational research and intelligence frameworks defining the cannabis travel audience. His work centers on market signals, audience behavior, and the principles of destination stewardship required to support regenerative, long-term experience economy development.

This article is from an external, unpaid contributor. It does not represent IgniteIt’s reporting and has not been edited for content or accuracy. 

Photo by Neon Wang on Unsplash