In a notable reflection of the impact of popular culture on travel trends, a study from the Bureau of Business and Economic Research and the Institute for Tourism and Recreation Research at the University of Montana revealed that an estimated 2.1 million people visited Montana in 2021 due to the influence of the hit television series “Yellowstone.” This influx of visitors led to a remarkable $730 million boost in spending. While the series itself does not heavily feature Yellowstone National Park, it has nonetheless inspired significant interest that has seen over 4 million visitors explore the park this year.
To get a firsthand experience of the “Yellowstone” lifestyle, one traveler embarked on a week-long journey to Montana, which included a two-day cattle driving adventure at The Resort at Paws Up—a luxurious destination reminiscent of the show’s Dutton homestead. Starting her trip at Lone Mountain Ranch in Big Sky, she participated in Cowgirl Up, an exclusive five-day program designed for women. It features trail rides, rodeos, and ranch-hand skills, allowing participants to step into a world that may seem intimidating but is enriched by camaraderie and shared experiences.
Despite initial feelings of apprehension about being in a less diverse area, the traveler found comfort in the presence of a fellow Black staff member, Maleeah, demonstrating the importance of representation in such spaces. The Cowgirl Up program offered opportunities to learn cowgirl skills, such as barrel racing and cattle roping.
Through various challenges in her attempts to hone her newly learned skills, she experienced the universal learning curve many face when trying something new. Despite feeling momentarily discouraged, she finally succeeded in roping her first calf, highlighting the joy of overcoming obstacles and the camaraderie of fellow participants.
This article serves as a reminder that stepping outside one’s comfort zone can lead to rewarding experiences, and it speaks to how the cultural phenomenon of “Yellowstone” has inspired countless individuals to explore the beauty of Montana while embracing new adventures. The positive narrative surrounding this journey emphasizes the value of pursuing passions and the power of community in overcoming challenges.
Overall, the influence of “Yellowstone” not only contributes to a significant tourism boost but also encourages people to engage with and appreciate the dynamism of rural life, leading to a broader understanding and enjoyment of the region’s culture and natural beauty.