Partygoers listen to music and smoke marijuana on one of several days of the annual 4/20 marijuana festival, in Denver's downtown Civic Center Park, Saturday April 18, 2015.

(AP Photo/Brennan Linsley)

The Colorado Tourism Office has spent more than $5.3 million on its campaign enticing visitors to the state, all without mentioning marijuana.

Yet a new survey by the office finds that potential summertime tourists were influenced by marijuana laws about 49 percent of the time, reports the Denver Post

Former Colorado Tourism Office head Al White has previously called marijuana's effect on tourism "mariginal." He now calls it "extremely influential" and serves on the board of a cannabis tourism company, the paper reports. 

Over in southwest Colorado, a survey of tourists leaving pot shops found that visitors weren't coming specifically for marijuana. Fort Lewis College professor Lorraine Taylor told the Durango Herald that her survey indicates pot is more like "icing on the cake."