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. (Helen H. Richardson, The Denver Post) 
 
 "I think it is rearing its head as a significant travel and tourism amenity for visitors coming to Colorado," said Al White, who retired as boss of the Colorado Tourism Office in August and now serves on the board of a cannabis tourism company. The state tourism office has spent more than $5.3 million to run its "Come to Life" television, print, billboard and digital ads in these cities as well as nationally this summer. But only 8 percent of tourists said they visited a marijuana dispensary during their trip to Colorado — the same percentage who said they visited a pot shop last year, according to SMARI's survey. He now calls it "extremely influential" and serves on the board of a cannabis tourism company, the paper reports. The survey is part of Taylor’s larger study on the effect of marijuana on the tourism industry that has not been completed.
– Legal marijuana is taking tourism in Colorado to new highs, if a new study is to be believed. The Denver Post reports a study commissioned by the Colorado Tourism Office found nearly 49% of Colorado visitors between April and September came at least in part because of pot. "I think it is rearing its head as a significant travel and tourism amenity for visitors coming to Colorado," a former tourism office head says. The survey also showed 20% of potential tourists were more likely to visit Colorado because of legal weed compared to 15% who were less likely. Somewhat surprisingly, only 8% of tourists surveyed admitted to actually visiting a marijuana dispensary while in the state. A smaller study out of Fort Lewis College found most tourists come to Colorado for other reasons, but legal marijuana is "the icing on the cake," the Durango Herald reports. According to the Post, Colorado has welcomed a record number of tourists in the past two years. Prior to the study, tourism officials had been crediting that increase solely to "savvy marketing." The Colorado Tourism Office spent more than $5.3 million on a new advertising campaign, which doesn't mention pot at all, Colorado Public Radio reports. But it shouldn't be that way, the owner of one pot tourism company tells the Post: "The state of Colorado has had an amazing opportunity to embrace this industry. It is a complete advantage for Colorado to become the Napa Valley and Sonoma County of cannabis."