Brian Applegarth is a strategic advisor and consultant specializing in cannabis and hemp in the visitor economy. With a focus on developing strategies and bespoke programs, his work involves integrating cannabis and hemp into destination organizations in a normalized, brand-aligned way that uplifts local communities. Brian is a certified cannabis sommelier and certified cannabis therapy consultant and leads the cannabis and hemp task force for Destinations International and the California Travel Association.

Brian is currently working on creating The Cannabis Trail of northern California, a nine-county cultural trail that honors the cannabis legalization movement, with the intent of living as a third pillar alongside the Marin Cheese Trail and the Napa Wine Road. He is passionate about cultural preservation, sustainable destination development, and transformative travel experiences that promote regeneration, DEIA, and well-being.

Brian's background includes a BA in International Studies, Conflict Resolution at the University of California, Irvine, and a semester at Semester At Sea/ISE. He is the Founder of the Cannabis Travel Association and has previously founded Cultivar Strategies and The Cannabis Trail. Prior to his current work, he held positions as the Key Account Manager at Kush Supply Co. and dosist and was the Director of Sales at The Hybrid Creative. Brian's unique skill set and expertise make him a valuable asset in the cannabis and travel industries.