Saddle up: 'Cowboy core' is taking over travel in Australia

Travellers are getting in the saddle in search of ‘cowboy core’ vacations. We break down the trend here, as well as how you can experience a slice of stockman life. Giddy up.

Our culture has an enduring fascination with cowboys, from classic Clint Eastwood films to Beyonce’s Cowboy Carter album that took over the airwaves last year. And it’s not just an American thing – Australia has its distinct Akubra-wearing stockman archetype that has been canonised in films like The Man from Snowy River.

But our fascination isn’t just shaping how we dress, it’s translating to the ways we travel, too. Skyscanner named ‘cowboy core’ as a defining travel trend of 2025, reporting that 29% of Aussie travellers are fans of this style of travel, with this figure rising to 44% among 18-24-year-olds. The same report showed an 18% increase in hotel bookings offering horse riding over the past year, signalling a growing appetite for cowboy-style escapes. So what exactly is this trend, and how can you experience it in Australia?

a ringer at Bullo River Station — Station stays like Bullo River Station are bringing cowboy core to the fore. (Image: Shot By Thom)

What is ‘cowboy core’ in travel?

In simple terms, a ‘core’ is something that captures a mood or theme, mostly through visual elements. And while ‘core’ is mostly applied to aesthetics and clothing, it can also refer to places and experiences. So in this sense, ‘cowboy core’ is anywhere you can don a wide brimmed hat and not look out of place: around a campfire, atop a horse, staying on a cattle station (or a ‘ranch’ as Americans would call it). Ultimately, it’s about experiencing a slice of life and stepping into someone elses shoes for a moment (or cowboy boots, so to speak). With the built-in romance of rugged terrain, pastoral bliss and inspiring landscapes, it’s no wonder travellers are keen to immerse themselves in stockman life.

Bullo river — Experience life on a cattle farm at stations like Bullo River Station.

Being a real drover might mean roughing it, but it doesn’t mean travellers have to. ‘Bush luxury’ is a category of accommodation unique to Australia that blends five-star comforts with immersive outback experiences. Think cattle stations that double as some of the country’s most coveted stays.

“There’s nothing like it, you know. [The nature] is just that vast nature that just grabs you up like a big hug, and the stars will just blow your socks off," says Edwina Shallcross, who owns and runs Bullara Station near Exmouth, WA alongside her husband Tim.

Bullara Station lets travellers stay on a working cattle property, with everything from unpowered campsites to glamping tents and design-forward lodges that exemplify bush luxury, as well as an outback bar and restaurant in a repurposed wool shed. Edwina says that the uptick in people arriving at the property surged after COVID, sparked by a renewed interest in domestic travel.

the interior of a safari hut at Bullara Station — Stay in a rustic safari hut at Bullara Station.

“COVID really shook everyone up in terms of them thinking ‘life is short, we need to get out on the open road,’ Shallcross says. “I felt like we could offer was this really solid, reliable landscape that people were just so fascinated with. And people just wanted to immerse themselves in the authenticity of nature".

This, coupled with a renewed focus in pop culture has given rise to an embrace of all things cowboy in everything from blue jeans to travel choices.

“I don’t know if it was Beyonce’s This Ain’t Texas, but I see the outfits of all these people coming in on a Friday night, and the girls have got the boots and they’re rocking the denim, just looking so country. We’ve had TV shows like Yellowstone and Territory that have a rural theme, so I think pop culture has kind of brought it back."

How to experience cowboy core vacations in Australia

The outback is home to some truly iconic station stays, and nothing says ‘cowboy’ like a night spent out on the ranch. In addition to Bullara Station, the ultra-luxe Bullo River Station in NT is an iconic stay, located where the Top End meets the vivid red and blues of the Kimberley (Australian Traveller recently checked in to check out this luxury lodge on a 400,000 acre cattle farm). But it’s far from the only accommodation of its kind, we’ve rounded up some of the best station stays around the country, too.

Bullo River Station, NY — Don your Akubra when you enter Bullo River Station. (Image: Elise Hassey)

If you’re craving adventure, Australia has its very own calendar of rodeo events , with the Ord Valley Muster in the Kimberley being one of the biggest events of its kind. Or enjoy the solitude on a horse riding holiday, including on a multi-day adventure through the Snowy Mountains with Snowy River Horseback Adventures that will turn you into a bona fide Banjo Patterson.

Thredbo Valley Horse Riding in NSW — Spend the day horse riding through the Snowy Mountains. (Image: Destination NSW)

But, truth be told, you don’t have to book a five-star luxury outback stay to experience cowboy core. It can be as simple as road tripping in a ute or heading out camping under the stars and gathering friends around a campfire (cowboy hat and harmonica optional). After all, it’s the simplicity of being in nature that makes it magical.

The heavens take centre stage at this Outback NSW glamping lodge.

Crane your neck. Look up. If it’s nighttime in a major Australian city, you might see a faint dusting of stars. Now imagine yourself out in the bush. Here, those stars aren’t just scattered dots – instead, they’re smudged across the sky in endless, glittering streaks. Welcome to Wilderluxe Lake Keepit , a new glamping lodge in one of the most picturesque corners of outback NSW.

Between its eight stargazing tents, Gilay Guest Lounge, and shared tales of the Dreamtime night sky, this retreat is designed to exist in harmony with the breathtaking lake and surrounding landscape. Intrigued? Here’s everything you need to know.

Bathed in warm light, a couple watches the sun dip beyond the horizon. — Watch the sky melt into magic at Wilderluxe.

Getting to Wilderluxe Lake Keepit

Wilderluxe Lake Keepit is in the NSW Northern Tablelands, bordered by the Great Dividing Range. The lake itself is hard to miss: this mammoth body of water is two-thirds the size of Sydney Harbour.

Just 40 minutes from Tamworth and close to Gunnedah, it’s on the inland route between Sydney and Byron Bay. Drive or take one of the daily flights to Tamworth’s airport.

Aerial view of Wilderluxe. — Let vast waters and towering ranges set the scene for your escape.

Wilderluxe Lake Keepit rooms

Don’t settle for a paltry room when you can sleep directly under the cosmos. Wilderluxe offers eight domed ‘Star Tents’ , all named after Aboriginal sky stories – like Djirri Djirri, the sacred messenger bird, Baiame, the Sky Father and great creator, and Dhinawan, the Emu in the Sky constellation.

On a clear night, use your tent’s retractable roof for gazing above or wander to the outdoor bathtub on your private deck to soak under the night sky. No need to go anywhere. You can stay put come evening with a kitchenette inside and a gas barbecue on the deck.

A couple gazes up at a sky ablaze with stars at Wilderluxe. — Sleep beneath the stars.

Style and character

When it comes to aesthetics, Wilderluxe Lake Keepit stays on trend. The encampment blends with its surroundings, building up layers of minimalist visuals that mirror the ever-changing curves of the water.

Earthy tones, natural materials and timber finishes also anchor the retreat in its bushland surrounds. It’s enough to deepen the sense of calm you’ll experience as you drive off-grid, and this is only heightened as you spot kangaroos grazing at dawn or hear the chatter of native birds by the lake.

The dreamy sunset at Wilderluxe. — Go off-grid in style at Wilderluxe Lake Keepit.

Wilderluxe Lake Keepit dining

‘Dinner and a show’ hits differently with the property’s Big Sky dinner experience . Hosted in the Gilay Lounge, enjoy complimentary drinks and a grazing table with the host, followed by a screening of Big Sky Dreaming, a film produced exclusively for Wilderluxe guests in which Kamilaroi storyteller Uncle Len Waters narrates tales of the Dreaming above.

Once your imagination has been fed, it’s time to take a seat fireside for a glass of Australian port and a serving of s’mores.

Keen to explore the wider area? Staff can provide barbecue and picnic hampers, stuffed with regional meats, cheeses and organic local fare.

Wilderluxe Lake Keepit facilities

While you could very well spend all your time in your tent, sometimes it’s time to hit pause on the celestial show. Instead, make your way up to the Gilay Guest Lounge, where you can relax on the deck overlooking the lake or the outdoor fire pits. It’s a great way to unwind and clink glasses with other stargazers.

The Gilay Lounge with the view of the lake. — Unwind by the fire and raise a glass at Gilay Lounge.

Wilderluxe Lake Keepit experiences

No need to turn nocturnal; when the sun rises, there are still plenty of ways to touch the sky.

Lake Keepit hosted the 2020 Women’s World Gliding Championships, and it’s one of the best places in Australia to stretch your wings. The local Soaring Club operates year-round, meaning you can book a gliding experience any day of the year – or opt for a scenic flight to take in the vast beauty from above.

Prefer to keep your feet on solid ground? There are plenty of walking and cycling trails in and around the area. Luckily, bikes are part of the Wilderluxe package. All you have to do is ask a staff member for their favourite route, throw a picnic onto the back and cycle off into the great beyond.

Alternatively, nab a stand-up paddleboard (SUP) or kayak and head out onto the lake. Or, if you’re feeling lucky, borrow a fishing rod and try your chances.

A person kayaking through serene waters. — Paddle into peace.

The details

A two-night minimum twin-share accommodation package includes Big Sky dinner and drinks experience, plus daily continental breakfast. As well as access to leisure equipment including mountain bikes, kayaks, SUPs and fishing gear.

The interiors of the glamping tent. — Let nature restore you, while luxury takes care of the rest.

Start planning your outback glamping adventure at wilderluxe.com.au.

Saddle up: ‘Cowboy core’ is taking over travel in Australia