Beyoncé Did It—Now Travelers Want In: Inside the Cowboy Travel Boom

Travel is going country. Pop culture certainly has already: More than 13 million viewers tuned in for the finale of Montana melodrama Yellowstone in December; Beyoncé’s pivot-to-Western Cowboy Carter took Album of the Year at the 67th Annual Grammy Awards; and the unstoppable Taylor Swift is set to return to her roots any day now with the anticipated rerecording of her debut country album, Taylor Swift (Taylor’s Version).

Gen Z Wants Their Cowboy Moment

According to a survey by Skyscanner, 44 percent of American travelers have expressed at least some sort of enthusiasm for cowboy-inspired trips, with that number soaring to 63 percent among 18- to 24-year-olds.

Dunton Hot Springs, Rico, Colorado / Photo: Courtesy of Dunton Hot Springs

Last year, the British travel search aggregator added a “horseback riding” filter in its hotel search tool. “We’ve seen a significant increase in requests for ranch and cowboy-inspired experiences in the Western U.S.,” says Carolyn Addison, head of product for luxury tour operator Black Tomato.

High-End Dude Ranches Are Booking Up Fast

Dude ranches have long catered to affluent travelers in search of cowboy core travel. This form of tourism dates back to the late 19th century, when wealthy Easterners would flock to cattle farms in search of cowboy life. Today, there are numerous guest ranches across the American West, ranging from rustic to luxurious.

Photo: Courtesy of Cougar Ride

Darwin Ranch, near Jackson Hole, Wyoming, has welcomed guests since the 1920s and offers weeklong, all-inclusive stays during the summer months. The decadent Paws Up in Greenough, Montana, offers private cattle drives, ATV tours, and more at rates that can soar to well over $5,000 per night.

The West is also sprinkled with more intimate ranch experiences, such as Rawah Ranch in Glendevey, Colorado, and Cougar Ridge in Torrey, Utah.

Cowboy-Core Is Spreading East

Even existing cowboy core properties have seen an uptick in interest in recent years. Dunton Hot Springs, a ghost town-turned-Relais & Châteaux property, expanded its horseback riding programs in 2024 due to guest demand. “People are seeking out more than just luxury,” says Christina Rossi, the resort’s director of marketing and sales.

Bowie House, Fort Worth, Texas / Photo: Courtesy of Bowie House/Stephen Karlisch

“There is something timeless about experiencing the high alpine wilderness on horseback. It’s a way to engage with the environment and feel a deep connection to history.”

Photo: Courtesy of Sandy Pines

But it’s the expansion of cowboy core to unexpected parts of the country that feels most novel for 2025. In Kennebunkport, Maine, Sandy Pines Campground just expanded its accommodations with a category of Conestoga wagons outfitted with heat, air conditioning, and electric lighting.

Fort Worth Makes It Fashion

Bowie House, Auberge Resorts Collection, in Fort Worth, Texas, brought Cowtown the first luxury hotel of its kind to really lean into the city’s cowboy roots.

Photo: Courtesy of Bowie House

There are longhorn skulls mounted on the walls and comfy cowhide leather chairs in the lobby bar. Even in the heart of urban Fort Worth, the hotel brings the cowboy core experience to life. A Ranch to Table dinner series highlights local ranchers such as John Scharbauer, whose family’s ranching legacy dates back more than 140 years.

Bowie House also offers a horseback trail riding experience through a partnership with nearby Benbrook Stables, located just 20 minutes away, so even travelers short on time can capture a taste of the cowboy life—and if that isn’t a reason for a business traveler to spend an extra night in Fort Worth, then we’re not sure what is.