The dude ranch revival – where to experience cowboy culture in the US

The American cowboy has long been romanticised on movie screens, with icons like John Wayne and Clint Eastwood representing a life of rugged independence and hopeful possibility; one where heroes are made by simply following an unspoken moral code, having a strong work ethic and nailing some very tangible skills (ie, roping, riding and, often, playing a guitar).

Off the screen, the real life of a cowboy has always been tough, where hard work and skill on a horse pays off greatly while tending to cattle in an often unforgiving landscape. Driving the herd, managing threats (both to themselves and to the cattle), and maintaining the ranch are all part of the job of a cowboy. Life on the ranch is one that is logical, physical and incredibly rewarding.

In this digital era, the allure of the cowboy lifestyle is clear – offering an escape from a life of deadlines and obligation. It’s the dream of a life unburdened, with nothing to scroll and little to distract from nature’s simple pleasures, like enjoying the morning whispers of the high desert mountains at sunrise or taking in the crackling sounds of a campfire after a hard day’s work.

Cowboys have been propelled into pop culture status in recent years – most notably by Beyoncé, Pharrell and Kevin Costner. In fact, after Beyoncé showed up at the stadium for Super Bowl 2024 in glammed-up western gear, global Google searches for “bolo tie” shot up 566 per cent. Fashion brand Boohoo even reported that #cowboy received over a billion streams in just one month on TikTok. It seems the whole world is falling hard for the cowboy aesthetic – often referred to as “Cowboy Core” – yet to many Americans, especially those living in the West, cowboy culture is a way of life – and one that has to be experienced to be understood.

“The TV show Yellowstone was a large driving factor, but also, the pandemic brought to light outdoor vacations and an interest in experiencing and learning more about cowboy culture and the western way of life,” says Bryce Albright, executive director of the National Dude Ranchers’ Association. “Dude ranches saw some of their best years so far. The cowboy holds an iconic view and romance for many people, and, in a very busy and chaotic world, people want to slow down and experience new things.”

Cravings for authentic cowboy experiences have made dude ranches and western US destinations highly sought-after escapes. Authentic cattle-drive experiences and both rustic and bougie dude ranch stays are trending, and there’s never been a better time to head out to the country. From enrolling in cowboy school to taking part in historic rodeos and fully immersive cattle drives, these are the best places to experience cowboy culture across America.

Where to experience cowboy culture in the US

Lone Mountain Ranch

Best for: Fans of Yellowstone
Location: Montana
Price: Varies by season

Just a few hours east of Chief Joseph Ranch in Darby, Montana, where Yellowstone is filming, Lone Mountain Ranch offers the chance to experience life like the Dutton family from its scenic spot outside of Yellowstone National Park. The ranch even hosts its own weekly rodeo from June to September. All meals and activities are included when booking any of the 25 historic log cabins, each carefully restored with oversized soaking tubs, custom furnishings, reclaimed oak flooring and cowboy antiques ranging from milking stools to throwing darts. The ranch offers activities and tours to fit each guest, but its biggest draw is the culinary programme, which includes experiential dinners and a member’s only supper club and speakeasy.

Bill Pickett Invitational Rodeo

Best for: Entertainment with a dose of history
Location: Multiple locations (Colorado, Texas, Tennessee, California, Georgia, and D.C.)
Price: Tickets start at 40 USD

Despite what popular movies and depictions of life on the frontier would have you believe, one in every four cowboys was black. The Bill Pickett Invitational Rodeo is the biggest platform for celebrating and honouring black cowboys and cowgirls and the role they’ve played in shaping cowboy culture. The rodeo is filled with passion and talent, and the energy is electric. Named after the first black cowboy movie star and rodeo performer, Bill Pickett, the rodeo tour sells out quickly in all ten destinations, where fans cheer on their favourites as they compete in events like bull dogging, barrel racing and bareback riding.

Mayan Ranch

Best for: Summer camp vibes (or families)
Location: Texas
Price: Nightly rates for adults start at 190 USD

In case you weren’t already aware that Bandera, Texas, is the “Cowboy Capital of the World”,  the bronze monument in the centre of town will quickly bring you up to speed. The town was the staging area for some of the last great cattle drives of the 1800s and, today, the town’s trailblazing heritage is best experienced at the Mayan Ranch. More than 60 accommodation options are available for guests looking to get a taste of western life, with twice daily horseback rides and a list of activities and amenities that ranges from swimming and fishing to horseshoe games and hayrides. During the day, guests are free to explore the ranch’s 348 acres, but everyone comes together nightly in the chow hall for music, dancing and Texas BBQ.

Double Rafter Cattle Drive

Best for: Legit cowboying
Location: Wyoming
Price: Trips starting at 4,500 USD

Few other ranches offer the chance to join in on a real cattle drive, and Double Rafter doesn’t hold back with its guests. The Kerns family has owned and operated the ranch since 1887 and recently opened their cattle drives to those willing to commit to the physically demanding journey. Trips last five to six days and are rated by difficulty. The hardest trip takes place in July and involves driving the cattle 30 to 50 miles to the Bighorn Mountains by horseback. Participants help with roping, tagging and moving cattle in between nights spent camping under the stars in canvas tents, and gathering around the fire for hearty Dutch oven-cooked meals.

National Cowboy Poetry Gathering

Best for: Cowboy culture
Location: Nevada
Price: 40 USD for a day pass; 100 USD for deluxe pass

The original cowboys of the 1800s had a knack for stringing together words and weaving rhythmical tales; in fact, the earliest cowboy poetry dates back to the 1870s, composed during an overland cattle drive. The tradition lives on today, with more than 6,000 people attending the National Cowboy Poetry Gathering (aka The Gathering) each year. The festival will turn 40 in 2025 and will be held from 27 January to 1 February in Elko, Nevada, to celebrate all things cowboy. Poetry, music, dancing, exhibits, food, and workshops dot the daily schedule, where pass holders can brush shoulders with real cowboys and get inspired by their words and art.

Ofland Escalante

Best for: Urban cowboys
Location: Utah
Price: Prices start at 159 USD per night

Whoever said living like a cowboy meant roughing it? At Ofland Escalante, guests can be as outdoorsy as they desire, all from the comfort of their air-conditioned cabins or vintage Airstreams (retro record players included). This rustic-chic resort is surrounded by desert landscapes, slot canyons and national parks, perfect for horseback rides, desert hikes and fly-fishing tours. Stargazing is the entertainment of choice most nights, and DIY meal kits are available for purchase, to be cooked over an open fire. Craft cocktail kits are available, too, because what’s a cowboycation without a little tipple or two?

Arizona Cowboy College

Best for: Getting’ schooled (or anyone who’s never touched a horse before)
Location: Arizona
Price: 2,450 USD per session

The dream behind starting Arizona Cowboy College was always to share a love of the cowboy lifestyle while helping inspire a new generation of cowboys and cowgirls, but co-founder Lori Bridwell found the school does so much more than that, noting how most students walk away with a new sense of self-worth. Sessions span five days, starting with an intro to horsemanship and roping before moving on to setting up an actual “cow camp”, where the essentials of ranching techniques like checking for cattle disease, branding and pasture rotation are learned. The session ends with a graduation dinner back at the equestrian centre that quickly turns into a celebration of stories and successes.

Alisal Ranch

Best for: A luxe cowboy experience (or not roughing it)
Location: California
Price: Packages start at 994 USD

If the idea of a dude ranch in the heart of Santa Barbara Wine Country doesn’t sound like roughing it, it’s because it’s not… at least not anymore. With a cowboy history dating back to 1804, when the land was used to raise livestock, Alisal Ranch has since been transformed into one of the most beautiful and luxurious dude ranches in the country. Western hospitality permeates the curated experiences onsite, like gathering your own eggs for breakfast in the morning or taking a sunset hay wagon tour before turning in for the night in your spacious cabin. Horseback experiences and a private lake are big draws, but most guests return home raving about the “ranch meals,” prepared by Chef Erik Sandven from inside the ranch’s charmingly renovated cattleman’s quarters.

For more encounters with the great outdoors, explore our guide to the world’s most striking rewilding projects, and our Europe-wide guide to the continent’s best farm stays.