With interest in cowboy-themed travel continuing into 2025, outdoor hospitality businesses are taking note of the growing demand for experiences rooted in “Western” or “frontier” aesthetics.
A recent Skyscanner report found that 44% of surveyed U.S. travelers expressed interest in “cowboy core” travel—defined broadly as trips that incorporate horse riding, open landscapes, rustic accommodations, and other nods to the culture of the 19th-century American West.
While traditional destinations such as Cody, Wyoming, and Scottsdale, Arizona have long attracted travelers drawn to Western tourism, other areas, including central Florida, are beginning to capitalize on the trend, according to a report by TheStreet.
Westgate River Ranch Resort, located in Polk County about 90 minutes south of Orlando, offers a large-scale dude ranch experience aimed at visitors seeking an immersive cowboy lifestyle.
Originally developed in the 1960s by the Gulf American Corporation, the resort was repurchased by Westgate Resorts in 2001 and reimagined as a guest-facing ranch-style resort.
Set on 1,700 acres, Westgate River Ranch features a range of activities and accommodations, from horseback riding, buggy tours, and line dancing to a 1,200-seat Saturday Night Rodeo showcasing events like barrel racing and roping.
Accommodations are designed to suit different levels of interest in rustic living, with options including glamping tents with electricity, tipi-style units, and covered wagons. The resort recently added a water park to broaden its family-oriented offerings.
Although Florida’s cowboy heritage includes cattle herding by Spanish colonists, Seminole tribes, and later ranchers, that legacy is often overlooked in favor of the state’s theme park and beach-driven tourism economy.
Today, Westgate River Ranch is the largest dude ranch east of the Mississippi River and draws East Coast visitors looking for a Western-style vacation without traveling to the American West.
Cowboy-themed travel is also expanding internationally. In Mexico, luxury ranches like Rancho Las Cascadas and Baja Rancho La Bellota offer Western-style experiences with horseback riding and high-end accommodations.
Australia’s Sun Ranch near Byron Bay features design elements inspired by the 1970s and sits on 55 acres of farmland.
Meanwhile, in Romania’s Transylvania region, Bethlen Estates provides horseback and carriage rides through the Carpathian Mountains, lodging visitors in 300-year-old restored guesthouses.
For outdoor hospitality operators, the growing appeal of cowboy-themed travel suggests opportunities to diversify offerings and attract new audiences.
Properties outside traditional Western states may find success by incorporating ranch activities, themed accommodations, and experiences that align with this trend.