‘Yellowstone’ and ‘1923’ evoke cowboy style travel, ‘people flock to the outdoors’

With the finale of “Yellowstone” becoming the most-watched episode in the show’s history, and “1923” airing its second season in February, the popular Western has sparked renewed interest in the cowboy-based ride, according to experts.

Fans of the show have flocked to Montana and Wyoming since it aired in 2018, but travel trends seemed to pick up after “Yellowstone” wrapped its fifth season after a two-year hiatus.

“We always see an increase in interest in Wyoming and Montana when the show, or any change, drops new episodes,” Travelmation’s Matt Appleby told Fox Business.

‘YELLOWSTONE’ CREATOR AND STAR KELLY REILLY PROTESTS BETH DUTTON’S STORY FOR HIT SHOW

Kevin Costner at the Cannes Film Festival

“Yellowstone” directed by Kevin Costner has drawn fans to Montana and Wyoming. (Getty Images / Getty Images)

“Fans want to be a part of what they see on their screens, and book vacations in search of adventure and solitude. When you watch ‘Yellowstone,’ you can’t help but dream about immersing yourself in nature and riding horses in a wild animal farm,” he continued.

“These shows have been great for our national parks. People are flocking to the outdoors, and many travel companies are paying attention,” Appleby said. “There are places that will organize unique experiences that involve adventure and even a high-quality meal for cow eaters.”

In 2023, Lucy Beighle, director of communications for Glacier Country Tourism, told the Washington Post that the Western Montana region, where seasons four and five of “Yellowstone” were filmed, has seen an increase in travel.

“We always see an increase in interest in Wyoming and Montana when the show, or any change, drops new episodes.”

– Matt Appleyby, Travel consultant

“We’ve definitely seen an increase in interest because of ‘Yellowstone,'” Beighle said. “If Montana wasn’t already on the map, and if people have seen ‘Yellowstone,’ it’s real now.”

The Washington Post reported that the Bureau of Business and Economic Research and the Tourism and Recreation Research Institute at the University of Montana released a study that found “Yellowstone” fans spent $730 million on tourism in 2021.

According to the survey, two million people cited Taylor Sheridan’s range as their reason for visiting Montana.

Kevin Costner walking with his co-star in beautiful scenery

Kevin Costner and Luke Grimes starred as members of the Dutton family in “Yellowstone.” (Paramount+ / Fox News)

The station spoke with locals, including Hillary Folkvord, who explained that “Yellowstone” has been “good” for Montana and Wyoming.

“It shows how beautiful Montana is. And we hope to preserve that as managers. That’s very important to us,” he noted.

“My friends from the Middle East watch it religiously. And they tell me, ‘It looks so magical and wonderful. It’s just an open space,'” he told the station. “I think that’s what people want right now. Montana gives you that.”

Carole Amos, travel consultant for Travelmation, told Fox Business that “small ranches” are attracting visitors to Montana and Wyoming so they can experience the “American frontier.”

Kevin Costner as John Dutton

Kevin Costner played John Dutton in the popular “Yellowstone” series since it premiered in 2018. (Paramount Network/Fox News)

“The best way to unleash your inner cow is on a two-person ranch. I’ve done many trips with my family around Colorado and Wyoming, and everyone loves it,” Amos said.

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“Dude Ranch is one of the few places that goes completely off the grid and immerses itself in America’s borders. You can go horseback riding, fishing or square dancing, compete in rodeos, herd cattle and even learn to shoot. guns, if that interests you.

“I really like the breakfast or lunch ride where you jump on a horse and head up the mountain for a meal and an unforgettable view. You can also sit on the porch of your cabin and look at the beautiful scenery, which you can. I haven’t experienced it anywhere else. ,” he continued.

Montana

Aerial photo of Yellowstone National Park taken on June 19, 2022, in Gardiner, Montana. (Photo by Samuel Wilson-Pool/Getty Images/Getty Images)

Amos insisted that “you really turn into a cowboy on a dude ranch.”

“Everyone has their boots, their hat, their flannel shirts and they show up ready for adventure,” he concluded.

“Yellowstone” starred John Dutton (Kevin Costner) and the Dutton family in their attempts to preserve their way of life and their family farm in Montana. The show also starred Luke Grimes, Kelly Reilly, Cole Hauser and Wes Bentley.

Helen Mirren Tyler Sheridan Harrison Ford

Helen Mirren and Harrison Ford star in “1923” by Taylor Sheridan. (Getty Images / Getty Images)

The final episode of the Western series aired on December 15.

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“1923” followed the adventure of the Dutton family, leading them to Montana. The series stars Harrison Ford, Helen Mirren and Brandon Skelnar. The show will return to the small screen for a second season on February 23.

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