What is Cowboy Core?
Before we talk about cowboy core, we need to talk about the concept of “frontier tourism”. Frontier tourism is a form of tourism that takes visitors to remote, undeveloped, and inaccessible parts 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, untouched natural beauty, and challenging conditions. These isolated locations often have limited infrastructure and amenities, creating a sense of isolation and novelty.
Cowboy core is a branch of frontier tourism. As the name suggests, it is an emerging tourism trend inspired by the cowboys of the American West. Tourists participating in this form of tourism will experience the lifestyle of real cowboys, through activities such as horseback riding, participating in rodeos, visiting cattle ranches and other outdoor activities.
In addition, they also 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 indispensable part, with cowboy hats, plaid shirts, jeans and leather boots. Popular destinations for this form of tourism are often the western states of the United States such as Texas, Wyoming, Montana and Colorado.
Why is it hot again?
Tripaneer, an online travel experiences marketplace, noted that interest in staying at ranches in the US is set to increase 94% by 2024. Travel search platform Skyscanner said 44% of US travelers surveyed for its annual Travel Trends report were interested in cowboy core, and bookings on the platform for horseback riding holidays also jumped 18%.
“From 2022 to 2024, we’re seeing a 275% increase in nights booked at US ranches,” says Charlotte Wells, Global Director of Custom Product at luxury travel company Abercrombie & Kent. “With the rise of cowboy culture, we’re seeing increased interest in authentic Western experiences, America’s wilderness spaces and more.”
Popular culture plays an important role in the current cowboy core boom in the US. We have diva Beyoncé's studio album "Cowboy Carter" which just won the biggest award "Album of the Year" at the 2025 Grammy, Taylor Swift's country-inspired songs, or the influence of the Western TV series "Yellowstone"... Along with the thirst for large, airy spaces, immersed in nature after the COVID-19 pandemic, all have attracted and enticed audiences to return to explore the Wild West world of "cowboys, cowgirls" who once stormed American popular culture in the mid-20th century.
Reconnect with nature
So what’s driving this Western adventure craze? The cowboy theme aligns with some of the key travel trends for 2025, such as the need for remote and rural destinations where travelers can connect with nature, see wildlife, and escape reality. Cowboy travel offers a relaxing and nostalgic taste of a bygone era, a glorious memory that’s as fleeting as today’s digital trends, not just for urban Americans but also for locals who have a deep, lifelong bond with the saddle and rope.
Ranch vacations are a great way to reconnect with nature and experience a simpler, more down-to-earth way of life, offering the opportunity to disconnect and reset. From horseback riders, anglers, hikers, mountain bikers, families looking to bond, nature enthusiasts, to those looking for a slow, relaxing getaway – everyone can find value and fulfillment in the Wild West. These trips also foster an appreciation for traditional ways of life, something that is especially important to Gen Z, who are eager to better understand the land they visit and its history. Through storytelling and hands-on experiences, visitors learn about how to protect the environment and local cultural heritage, thereby deepening the cultural and ecological significance of the trip.
Ranch vacations used to conjure images of dusty stables, simple furnishings, and simple meals. But that has changed completely. Ranches with amenities like restaurants and spas have broadened the appeal of this type of tourism. Visitors can now enjoy a sophisticated Wild West experience that perfectly combines adventure and comfort, classic and modern. They offer a great opportunity to escape the hustle and bustle of life, engage in physical activities like horseback riding or cattle herding, and enjoy warm stories around the campfire.
