Fort Worth has long been known for its rich western heritage and vibrant cowboy culture. However, in recent years, the city has experienced a significant boom in western tourism, attracting visitors from all over the world. This growth can be attributed to various factors, including the influence of renowned filmmaker Taylor Sheridan and the city’s strategic efforts to preserve and promote its western identity. Interestingly, Fort Worth’s rise in western tourism is now outpacing that of Nashville, thanks to its more diversified western experience.
The Historic Appeal of Fort Worth
More than 3 million people visit the Fort Worth Stockyards National Historic District each year. They come to experience the city’s testament to its cowboy past, featuring historic buildings, cattle drives, and rodeo performances.
And a little further south, the Fort Worth Cultural District is home to world-class museums, theaters, and galleries. It’s a haven for art and culture enthusiasts. To further delve into Western culture, visitors can explore the National Cowgirl Museum and Hall of Fame. It honors the women who have shaped the American West. Another gem within the district is the Cattle Raisers Museum, dedicated to preserving the history and culture of the cattle industry in Texas. And art enthusiasts will find the Sid Richardson Museum particularly intriguing. It houses an extensive collection of western art, featuring works by Frederic Remington and Charles M. Russell.
The Fort Worth Stock Show & Rodeo is more than just an event. It is a cherished tradition that embodies the spirit and resilience of the city. Established in 1896, it is the oldest continually running livestock show and rodeo in the United States. Each year, it attracts hundreds of thousands of visitors. They come to witness exhilarating competitions, including bull riding, barrel racing, and calf roping. And today, the opportunity to spot Taylor Sheridan in his box at the rodeo is yet another draw.
Taylor Sheridan’s Influence
Indeed, one of the most significant contributors to the recent surge in Fort Worth’s western tourism is Sheridan. He is both a Fort Worth native and acclaimed filmmaker. Much like “Dallas” had a monumental impact on tourism and the cultural landscape of its namesake city in the 1980s,Sheridan’s work is making a similar impact on Fort Worth’s tourism.
Sheridan’s commitment to authenticity and his ability to weave compelling narratives have resonated deeply with viewers. This sparks a renewed interest in western culture, drawing fans to Fort Worth to experience the real-life settings that inspired his work.
Cleverly, Sheridan connected fans of “Yellowstone” to Texas
The character Jimmy Hurdstrom, portrayed by Jefferson White, was sent to the state’s legendary Four Sixes Ranch. Jimmy’s journey to the 6666 Ranch is portrayed as a transformative experience. It highlights the ranch’s role in shaping individuals and fostering a deep connection to the land.
The dark side of Fort Worth’s history, Hell’s Half Acre, is depicted in the Yellowstone prequel “1883.” Originally called the “Devil’s Own,” it was a red-light section of Fort Worth. It catered to cowboys, outlaws, and travelers passing through Fort Worth. It was a key stop on the cattle drive route known as the Chisholm Trail. Situated near the Texas & Pacific Railway, it was easily accessible to those seeking entertainment and refuge from the law. The district earned its name due to its reputation for vice and violence. But 1883 also showcases the city’s historical significance during the era of westward expansion. The series follows the Dutton family embarking on a perilous journey westward through the Great Plains towards Montana.
Fort Worth’s cinematic appeal doesn’t end with “Yellowstone” and “1883.”
The storied past and present of the 6666 Ranch promises yet another Sheridan spin-off coming soon. And the city is also featured in “Landman.” It showcases the gritty and realistic aspects of the oil industry in the American West during more modern times. The home of key characters Monty and Cami Miller (played by Jon Hamm and Demi Moore) is located in the River Crest Country Club area. (It is the actual home of one of the city’s successful real estate entrepreneurs and philanthropists, well known to the hospitality industry.) Many scenes from “Landman” were shot in various locations around Fort Worth, including the TCU campus and Rivercrest Country Club.
Fort Worth Capitalizes on the “Yellowstone Effect”
Visitors are drawn to Fort Worth’s genuine western charm. This sets it apart from other destinations that may have a more commercialized or diluted representation of western culture.
As “the real deal” Fort Worth’s tourism industry benefits from strategic marketing and promotion efforts. The city actively promotes its western attractions through various channels, including social media, travel publications, and partnerships with influencers and celebrities. By effectively reaching and engaging with potential visitors, Fort Worth has successfully positioned itself as a premier western tourism destination.
From themed tours of the various filming locations to merchandise inspired by Sheridan’s series, visitors to Fort Worth today experience a tangible connection to the film industry and a deeper appreciation for its impact on the region.
The growth of western tourism in Fort Worth has had a significant economic impact on the city. Fort Worth is outpacing its neighbor, Dallas, in hotel expansion and development as a result.
Fort Worth’s Hotel Scene is Rapidly Evolving
In the Stockyards
Hotel Drover, part of Marriott’s Autograph Collection, is a notable newcomer in Fort Worth, opened in 2021. The hotel boasts elegant interiors, handcrafted details, and a warm, inviting atmosphere. Guests can relax in stylish rooms, dine at the award-winning 97 West Kitchen & Bar, or unwind by the outdoor pool and fire pits. Hotel Drover also offers event spaces and meeting rooms, making it a popular choice for both leisure and business travelers.
The hotel’s popularity has transitioned the surrounding area of Mule Alley in the Stockyards district into a thriving market offering a carefully curated collection of restaurants, eateries, entertainment venues, shops, heritage brands and creative workplaces.
The development firm behind Mule Alley and Hotel Drover is gearing up for a major renovation to the historic Stockyards Hotel nearby. Fort Worth Heritage Development Co., a joint venture of Majestic Realty Co. and the Hickman Cos., bought the Stockyards Hotel building in 2022, including restaurant H3 Ranch and Booger Red’s Saloon.
Sundance Square Downtown
Those seeking a sophisticated urban retreat will find it between the Stockyards and the Cultural District in downtown Fort Worth. Its hotel district is centered around Sundance Square, named after the infamous outlaw, the Sundance Kid. Covering 35 blocks, it is a pedestrian-friendly environment with eclectic mix of historic architecture, contemporary design, and bustling public spaces. Its centerpiece is the Bass Performance Hall, an iconic landmark with its stunning architecture and angel sculptures, offering world-class performances in music, theater, and dance.
The Ashton Hotel, is a historic landmark in downtown Fort Worth. The Kimpton Harper Hotel and The Sinclair, part of Marriott’s Autograph Collection, are also located in two of the downtown area’s historical buildings. With its extensive meeting and event facilities, the Omni Fort Worth Hotel is a popular choice for conferences, weddings, and other special occasions. And The Worthington Renaissance Fort Worth Hotel is a stylish property that combines modern luxury with historic charm.
Cultural District
Located at the crossroads of downtown, the world-renowned Cultural District and surrounding historic neighborhoods, you’ll find The Crescent Hotel Fort Worth, named the No. 1 Hotel in Texas by Condé Nast Traveler’s Readers’ Choice Awards in 2024. And the Auberge Resorts Collection’s Bowie House, opened in December 2023, was the recipient of Michelin’s two key designation in 2024.
Economic Impact
As western tourism continues to thrive in Fort Worth, it plays a crucial role in shaping the identity and future growth of the city’s hospitality industry. With the introduction of new luxury hotels and the revitalization of historic properties, the city has seen a boost in tourism, leading to increased spending in local businesses, restaurants, and entertainment venues. Redevelopment projects in areas such as Mule Alley and Sundance Square have created jobs in construction, hospitality, and retail, further strengthening the economic base of the city.
Moreover, Fort Worth’s ability to attract high-profile events, conferences, and cultural performances has positioned it as a premier destination for both leisure and business travelers.
