You may have noticed a proliferation of cowboy boots and bolo ties lately (and bootcut jeans, thanks Kendrick!), but the Wild West vibes are not just for your closets. While 2024 was dubbed the “Year of Yeehaw,” it seems we haven’t reached peak cowboy yet. Beyoncé’s Grammy-winning Cowboy Carter album, the pervasive popularity of Western melodrama Yellowstone, and the virality of Netflix’s Dallas Cowboys Cheerleaders docuseries, among many other recent pop culture cornerstones, have led not only to a (repeated) renaissance of Western fashion but also a new travel trend.
Dubbed cowboy-core, an increasing number of travelers are saddling up to visit destinations where 10-gallon hats are as common as caps and where ranches and rodeos reign. According to a recent Skyscanner report, “44% of American travelers are fans of Cowboy Core, rising to 63% among 18 to 24 year olds.” (Skyscanner even recently added a “horse riding filter” to its search engine.) Meanwhile, the travel experience marketplace Tripaneer saw interest in horse trail riding up 94% and interest in U.S. ranch stays up 42% over the past year.
Compared to many other recent travel trends, cowboy-core makes a lot of sense. Increasingly, travelers are looking to unplug and move at a slower pace. They want to see wildlife and reconnect with nature. And with over-tourism top of mind, more and more are looking for off-the-beaten-path destinations. Cowboy-cations combine all of that and then some.
Looking to trade sandals for spurs? From glamping in Utah to customizing cowboy hats in Colorado, here are the best ways to indulge in your wildest Wild West fantasies.
