The success of the popular Western series 'Yellowstone' and its prequel '1923' has fueled a surge in 'cowboy core' travel, with fans flocking to Montana and Wyoming seeking authentic frontier experiences.
The conclusion of the hit Western series ' Yellowstone ' with its record-breaking viewership and the anticipated release of '1923's second season in February have ignited a surge in interest for what's being dubbed as ' cowboy core ' travel, according to industry experts. While fans have been flocking to Montana and Wyoming since the show premiered in 2018, the travel trend has seen a significant uptick following ' Yellowstone 's' fifth season finale, which marked the end of a two-year hiatus.
'We consistently witness an increase in inquiries about Wyoming and Montana whenever the show, or any of its spin-offs, releases new episodes,' Matt Appleby of Travelmation explained to Fox Business. 'Viewers want to become immersed in the world they are watching on their screens, and they plan vacations seeking adventure and solitude. 'Yellowstone' inevitably evokes a desire to immerse oneself in nature and experience horseback riding on a remote ranch.'Appleby further emphasized the positive impact these shows have had on national parks. 'These series have been instrumental in drawing people to the great outdoors, and numerous travel companies are capitalizing on this trend,' he noted. 'There are now specialized itineraries that combine adventure with high-end dining experiences, catering to the 'cowboy foodie' demographic.' In 2023, Lucy Beighle, director of communications for Glacier Country Tourism, confirmed to the Washington Post that the Western Montana region, the filming location for 'Yellowstone's' fourth and fifth seasons, has experienced a notable rise in tourism. 'We've definitely seen a surge in interest due to 'Yellowstone,'' Beighle stated. 'If Montana wasn't already on the travel map, the show has certainly put it there.'The Washington Post reported on a study conducted by the Bureau of Business and Economic Research and the Institute for Tourism and Recreation Research at the University of Montana, which revealed that 'Yellowstone' fans spent an estimated $730 million on tourism in 2021. According to the study, two million visitors cited the Taylor Sheridan series as the primary reason for their trip to Montana. Locals, such as Hillary Folkvord, shared their perspectives with the outlet, stating that 'Yellowstone' has been beneficial for both Montana and Wyoming. 'It showcases the inherent beauty of Montana, and we strive to preserve it as responsible stewards,' she emphasized. 'My friends from the East Coast watch it religiously, and they tell me, 'It looks so magical and majestic. It's just wide-open spaces,' she recounted. 'I believe that's what people are yearning for right now. Montana provides that.' Carole Amos, a travel advisor for Travelmation, highlighted the popularity of 'dude ranches' as a key draw for visitors seeking an authentic 'American frontier' experience. 'Dude ranches offer a quintessential way to embrace your inner cowboy,' Amos stated, having personally experienced these trips with her family across Colorado and Wyoming. 'These ranches provide a unique opportunity to disconnect from the hustle and bustle of modern life and immerse yourself in America's history. You can enjoy horseback riding, fishing, square dancing, participate in rodeos, herd cattle, or even learn how to shoot a firearm if it interests you. 'I particularly enjoy the breakfast or lunch rides, where you climb aboard a horse and ascend a mountaintop for a meal with breathtaking views. You can simply relax on your cabin porch and soak in the stunning scenery, an experience unparalleled elsewhere,' she added. According to Amos, 'dude ranches' offer a transformative experience, allowing participants to fully embrace the 'cowboy' persona. 'Everyone dons their boots, hats, and flannel shirts, arriving ready for adventure,' she concluded. 'Yellowstone', starring John Dutton (Kevin Costner) and the Dutton family, chronicled their struggles to preserve their way of life and their Montana ranch. The series also featured a stellar cast, including Luke Grimes, Kelly Reilly, Cole Hauser, and Wes Bentley.The final episode of the Western series aired on December 15th. '1923', set in a previous era of the Dutton family's history, follows their journey to Montana. This series boasts a captivating ensemble cast, featuring Harrison Ford, Helen Mirren, and Brandon Skelnar. The show is scheduled to return for its second season on February 23rd.
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