Cole Hauser’s connection to Montana extends beyond his role in the ‘Yellowstone’ franchise. His family’s ties to Montana began nearly 140 years ago, long before the famous television series introduced viewers to the state. During an interview with Fox News Digital, Hauser shared that the Hauser legacy in Montana is significant, dating back to 1886. Samuel T. Hauser, a key member of his family, served as the seventh governor of the Montana Territory and contributed to early development efforts through banking, mining, and railroads.

For Hauser, filming ‘Yellowstone’ felt like a return to a place deeply connected to his family’s history. As the franchise expands with the ‘Dutton Ranch’ series in Texas, industry experts like Adam Duckworth, president of Travelmation, have noticed an increase in tourism related to TV show locations, a trend now dubbed ‘set-jetting’. According to Duckworth, ‘Yellowstone’ has greatly influenced American travel, with fans eager to experience its iconic landscapes firsthand. This impact is expected to extend to Texas as the series moves to new locations.

Since ‘Yellowstone’ premiered in 2018, it evolved into a significant television franchise, showcasing Montana’s expansive beauty. Endless mountain ranges and vast ranches have become as recognizable to viewers as the Dutton family itself. Hauser believes the landscape played a vital role in the series’ success. He has witnessed its global reach while traveling abroad, observing how international audiences have embraced the cowboy lifestyle depicted in the show.

Hauser attributes ‘Yellowstone’s global resonance to both Taylor Sheridan’s storytelling and the charm of Montana’s landscapes. Travel advisors are capitalizing on this attachment to the Old West, with travelers seeking to immerse themselves in the show’s settings. Duckworth noted that fans are not merely searching for locations from the show but are eager to experience the lifestyle portrayed on screen.

Texas now stands to benefit from the same tourism boost that Montana experienced. Kris Porter, a Travelmation travel advisor, said audiences are shifting interest from the Rocky Mountains to Texas, driven by ‘Dutton Ranch’ appearances around locations like Ferris and Weatherford in Northern Texas. Porter mentioned travelers are abandoning typical vacation options in favor of ranch experiences. They seek luxury rather than rustic settings, desiring high-end amenities that mirror the television show’s portrayal.

Texas offers a climate advantage with opportunities for year-round travel, appealing to those seeking lavish spa experiences and all-inclusive stays. The shift towards Texas as a destination is becoming visible, with many travelers prioritizing comfort and luxury within the country-esque adventure, offering both rugged activities and a high-end lifestyle.