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What is Cowboy Core?
Before discussing cowboy core, we need to mention the concept of "frontier tourism." Frontier tourism is a form of tourism that takes travelers to remote, underdeveloped, and hard-to-reach areas of the world for unique and exciting experiences. Unlike conventional tourism, which focuses on famous landmarks and mainstream attractions, frontier tourism seeks destinations characterized by ruggedness, pristine natural beauty, and challenging conditions. These isolated locations often have limited infrastructure and amenities, offering a sense of isolation and novelty.
Cowboy core is a branch of frontier tourism. As its name suggests, it's an emerging travel trend inspired by the cowboys of the American West. Tourists participating in this type of tourism experience the lifestyle of real cowboys through activities such as horseback riding, riding, visiting ranches, and other outdoor activities.
In addition, they have the opportunity to explore Western culture by visiting ghost towns, learning about cowboy history, enjoying local cuisine, and participating in traditional festivals. Cowboy fashion is also an integral part, with cowboy hats, plaid shirts, jeans, and leather boots. Popular destinations for this type of travel are often the Western states of the United States such as Texas, Wyoming, Montana, and Colorado.
Why is it trending again?
Tripaneer, an online travel experience marketplace, reports that interest in staying on ranches in the US is projected to increase by 94% by 2024. Travel search platform Skyscanner says 44% of US travelers surveyed for its annual Travel Trends report are interested in cowboy core, and bookings on the platform for horseback riding vacations have also surged by 18%.
"From 2022 to 2024, we saw a 275% increase in the number of nights booked at ranches in the United States," shared Charlotte Wells, Global Head of Custom Designed Products at luxury travel company Abercrombie & Kent. "With the rise of cowboy culture, we're seeing growing interest in authentic Western experiences, American wilderness spaces, and more."
Popular culture plays a significant role in the current boom of cowboy core in America. We have diva Beyoncé's studio album "Cowboy Carter," which just won the biggest award, "Album of the Year," at the 2025 Grammy Awards; Taylor Swift's country-inspired music; and the influence of the Western television series "Yellowstone"... Coupled with the thirst for open, airy spaces and immersion in nature after the COVID-19 pandemic, all of this has attracted and drawn audiences back to explore the wild West world of "cowboys and cowgirls" that once dominated American popular culture in the mid-20th century.
Reconnecting with nature
So what's driving this Western adventure craze? The cowboy theme aligns with several key travel trends for 2025, such as the demand for remote and rural locations where travelers can connect with nature, observe wildlife, and escape reality. Cowboy travel offers a relaxing joy and a nostalgic feeling of a bygone era, a glorious memory no less vibrant than the fleeting trends of today's digital age, appealing not only to urban Americans but also to locals with deep, lifelong connections to saddles and ropes.
Farm vacations are a fantastic way to reconnect with nature and experience a simpler, more authentic lifestyle, offering opportunities to disconnect and reset. From horseback riders and fishing enthusiasts to hikers, mountain bikers, families looking to bond, nature lovers, and those seeking a relaxing, slow-paced getaway – everyone can find value and fulfillment in the Wild West. These trips also foster an appreciation for traditional lifestyles, especially important to Gen Z, who are eager to learn more about the land they visit and its history. Through storytelling and hands-on experiences, travelers learn about environmental protection and indigenous cultural heritage, deepening the cultural and ecological significance of their trip.
Previously, when thinking of farm holidays, people often pictured dusty stables, simple furnishings, and plain meals. But today, that has completely changed. The emergence of farms with amenities such as restaurants and spas has expanded the appeal of this type of tourism. Visitors can now enjoy a subtly recreated Wild West experience, perfectly blending adventure and comfort, classic and modern. They offer a wonderful opportunity to escape the hustle and bustle of life, participate in physical activities like horseback riding or herding livestock, and enjoy warm conversations around a campfire.
