Taylor Sheridan’s hit series Yellowstone and its prequel 1923 have done more than just captivate television audiences—they’ve ignited a new travel trend across the American West.
As fans fall in love with the sweeping vistas, gripping drama, and rugged cowboy culture depicted on screen, many are packing their bags and heading to the real-life locations where these stories unfold.
The Rise of “Cowboy Travel”
According to travel experts, the phenomenon—dubbed “cowboy travel”—has seen a surge in visitors to states like Montana, Wyoming, and Nebraska.
Matt Appleby of Travelmation notes that every time a new season of Yellowstone or 1923 is released, interest in trips to these regions spikes. Fans want to experience the adventure, solitude, and natural beauty they see on TV, even if just for a week.
This has led to a boom in bookings for authentic dude ranches, horseback riding excursions, and luxury ranch stays that offer the full Dutton Ranch lifestyle, complete with private cabins, guided tours, and cattle drives.
Impact on National Parks and Local Economies
The “Yellowstone effect” has also benefited national parks. Yellowstone National Park itself, which lends its name to the series, has seen a renewed influx of visitors eager to witness iconic sights like Old Faithful and the Grand Prismatic Spring.
In 2021 alone, Yellowstone fans spent an estimated $730 million on tourism. Other parks, such as Grand Teton and Glacier, have enjoyed similar boosts, as travelers seek out the dramatic peaks, clear lakes, and abundant wildlife showcased in the shows.
Historical Immersion Inspired by 1923
The prequel series 1923, starring Harrison Ford and Helen Mirren, has further fueled wanderlust by transporting viewers to the early 20th-century American West.
Unlike Yellowstone’s focus on modern ranching, 1923 highlights the struggles of pioneers, outlaws, and ranchers. This has inspired fans to visit historical sites, old ghost towns, and preserved settlements. Destinations like Virginia City, Montana—a former Gold Rush boomtown—and Cody, Wyoming, named after Buffalo Bill, have become hotspots for those wanting to step back in time.
Living the Cowboy Lifestyle
One of the most appealing aspects of both series is their authentic portrayal of cowboy life. Dude ranches now offer Yellowstone and 1923-themed experiences, including roping lessons, campfire storytelling, and Western cuisine. Some companies even provide tours of actual filming locations, allowing guests to walk in the footsteps of their favorite characters.
Western Fashion and Culture Comeback
The shows have also sparked a revival in Western fashion. Cowboy hats, leather boots, and fringe jackets are now must-haves for fans and fashion-forward travelers alike.
Rodeos and country music festivals, such as Cheyenne Frontier Days and the National Finals Rodeo in Las Vegas, have seen increased attendance as more people embrace the cowboy culture beyond the screen.
Looking Ahead
With Yellowstone’s popularity and the ongoing expansion of its universe through prequels like 1923, this cowboy-inspired travel trend shows no signs of slowing down.
As more fans seek to immerse themselves in the landscapes and lifestyles of the American West, the region’s tourism industry—and its cultural legacy—are riding high on a new wave of adventure.
