A new report shedding light on cannabis consumer trends found that over 1 in 5 Gen Zers engage in cannabis tourism, planning vacations around consumption.

This tracks as the generation is spearheading new consumer trends in marijuana consumption, like traveling specifically to purchase a favorite strain (33%), maintaining wishlists (37%), and touring a growing area (23%).

With 77% of Americans of the opinion that the cannabis industry is witnessing its own revolution in product offerings similar to craft beer, it’s a great time to share with your audiences. Check out the full report here for more consumer trends– including how many Americans consume marijuana today.