Higher Way Travel is a full-service, 420-forward travel agency created to help elevate the experience of tourists attending various cannabis events. The company was founded by former Coffeeshop Travel rep "Amsterdam" April Black—who, for six years, handled all of the travel packages and customer service for the High Times Cannabis Cup in Amsterdam each November—and her husband Bobby Black, the former High Times senior editor who ran several High Times events and attended more Cannabis Cups than any other staffer.

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