Highway billboards have long been one of the most effective tools for capturing the attention of travelers—especially those driving into cities or states where recreational cannabis is legal. As tourism-driven cannabis markets continue to expand across destinations like Las Vegas, Denver, and Detroit, roadside cannabis advertising has become a strategic touchpoint that directly shapes purchase behavior among visiting consumers. Today, these large-format displays operate as both a marketing tool and an educational gateway, helping curious tourists navigate unfamiliar dispensary landscapes.
One of the strongest influences highway billboards have on tourists is awareness. Many visitors drive into a state without knowing the local brands, rules, or dispensary options. Billboards placed at border crossings or major interstates provide instant clarity—highlighting proximity, product types, deals, or the legal status of cannabis in that jurisdiction. For first-time or infrequent consumers, that quick snapshot of information often becomes the initial deciding factor for where to stop.
Proximity messaging is especially powerful. Phrases like “Exit Now”, “½ Mile Ahead”, or “Next Right—Dispensary” reduce the hesitation associated with navigating an unfamiliar city. According to marketing research within the retail and tourism sectors, consumers are more likely to stop at stores they perceive as close, visible, and convenient. For tourists, convenience is even more influential because they often have limited time and prefer easy-to-reach locations before checking into hotels or heading to entertainment districts.
Highway billboards also influence purchases by promoting specific products—such as pre-rolls, edibles, vapes, or wellness-oriented items. For visitors who may be unsure what to buy or what is legal, a billboard spotlighting popular products can simplify decision-making. This type of suggestion-based marketing often leads tourists to purchase items they may not have initially considered, especially when paired with discount messaging like “First-Time Customer Deals” or “Tourist Specials.” In a competitive market, these promotions heavily sway where travelers choose to shop.
Another key factor is social influence. Billboards create an impression of legitimacy and scale. A dispensary brand that can afford high-visibility outdoor advertising appears established, trustworthy, and professional. For tourists who lack local word-of-mouth recommendations, this perceived credibility plays an essential role in choosing where to shop. This is particularly important in markets where the difference between a premium retailer and a lower-tier operator may not be obvious to outsiders.
Additionally, highway billboards help steer tourists through the legal landscape. States differ widely on purchase limits, allowable possession amounts, and consumption rules. Many billboards now include brief educational messages such as “Consume Responsibly” or “Know the Law Before You Visit.” This type of guidance not only promotes safety but also reduces consumer anxiety—making tourists more comfortable participating in the legal market.
Finally, billboards have become a competitive battleground for regional market share. In tourist-heavy states, dispensaries often cluster along major entry points, using bright visuals and bold messaging to intercept consumers before they reach city centers. This early exposure shapes shopping behavior by capturing attention before competing brands even enter the traveler’s consideration set.
As cannabis tourism grows, highway billboards will remain a powerful part of the retail strategy. They provide visibility, convenience, education, and brand differentiation—all of which influence how tourists choose where and what to buy. For many travelers, the first connection to a new cannabis experience happens long before they reach their hotel—it starts on the open road.
Blog read: The Future of Highway Advertising When Humans Are No Longer Driving