“Set-jetting” is gaining popularity for fans of the show Landman and Fort Worth is benefitting from all of the attention.
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“Set-jetting” has evolved into a powerful marketing tool for the luxury travel industry as evidenced by the numbers in the recent Expedia Unpack ’26 trend report. Cinematic storytelling has surpassed social media as a primary travel driver with nearly 53% of global tourists now interested in booking trips specifically after seeing a destination on screen. Forcasted to become an $8 billion industry in the U.S., set-jetting is no longer just a trend for hobbyists, but a force where television narratives and their characters breathe life into real destinations, turning high-end viewers into high-spending guests. This movement hit its stride with HBO’s hit show The White Lotus. Each season essentially turned five-star sets into global icons that booked out instantly – and continue to do so. We saw it at the Four Seasons in Maui, the historic San Domenico Palace in Italy, and the luxury villas of Koh Samui. Now, with HBO confirming Season 4 of the show will film at the Château de la Messardière in Saint-Tropez, the 19th-century French palace is preparing for a similar surge. Viewers are clearly ready to swap their sofas for the French Riviera.
The 19th-century palace-turned-luxury hotel called the Château de La Messardière in Saint-Tropez on the Côte d’Azur will be where the White Lotus season 4 will shoot.
Château de La Messardière
France may be the focus for the jet set, but a different kind of energy is currently hitting Fort worth. The Paramount+ series Landman is the catalyst. Co-creators and Texas natives Taylor Sheridan and Christian Wallace built the show from the Boomtown podcast and their love for Texas. It is a gritty, glam look at the Texas oil industry that is currently reshaping local tourism.
This is not exactly a new pony trick for Sheridan, and it certainly isn’t his first rodeo. His childhood connection to the cowboy lifestyle has consistently turned rural outposts into set-jetting destinations. The success of his show Yellowstone franchise did it for Montana, converting rugged beauty into a billionaire’s playground for luxury travelers – and now he is doing the same for Texas.
The Landman cast.
Landman instagram
The momentum is fueled by massive viewership numbers. Season 2 of Landman shattered streaming benchmarks with over 9 million global views in its first 48 hours, a 262% increase over its debut season. It now stands as the most-watched premiere in the history of the Paramount+ platform. With the season finale airing this Sunday, analysts expect ratings to break every standing record. With a third season just confirmed, the show is no longer just a hit; it is a cultural phenomenon.
The show’s popularity stems from a mix of great storytelling and a connection to what is happening in the world right now. In 2026, minerals, oil, and energy lead every financial conversation. The show’s tension mirrors real-world anxiety over oil, copper, uranium, and rare earth supply squeezes. These are the same themes sparking current Wall Street bets on U.S. energy security. Because the drama feels ripped from daily financial headlines, it feels more relevant. Viewers are tired of just watching; they want to experience the life they see on their TV screens. They want to visit the places where characters eat, stay, and shop. This shift has officially turned the Landman sets in Fort Worth into 2026’s most essential set-jetting destination.
Bowie House as seen in Landman.
Bowie House
For the modern set-jetter seeking the pinnacle of five-star luxury, the Bowie House, Auberge Collection, has established itself as the definitive North Texas home base. Having just been awarded two MICHELIN keys and with a contemporary art collection of over 400 pieces in its Gallery, Bowie House defines the “sophisticated cowboy” aesthetic, mirroring the tough but expensive world Taylor Sheridan has created on screen. The property is practically a central character in the show. Eagle-eyed fans will recognize the upscale interiors from the Season 2 premiere, where Demi Moore’s Cami Miller holds court before a room of oil titans. Beyond the screen, the hotel acted as the primary residence for the star-studded cast during production, blurring the lines between the show’s fictional power spot and real-world Fort Worth retreat.
The Gallery at the Bowie House has over 400 works of art.
Bowie House
Inside Bowie House where Landman was filmed.
Bowie House“It’s been exciting to see so many guests discovering Bowie House. With the excitement surrounding Landman and the broader spotlight on Fort Worth, visitors have been seeking out an authentic place to experience Western culture firsthand. The reaction we see when guests walk through our doors says it all; Bowie House instantly draws people into the story of the West, inviting them to slow down, connect, and experience the culture in a way that feels both immersive and meaningful.” -Gaylord Lamy, General Manager of Bowie House, Auberge Collection.
Billet Room at Bowie House in Fort Worth, Texas.
Bowie House
As the 2026 Rodeo Season begins and the first chute prepares to open, Bowie House stands as the city’s elevated retreat for the Fort Worth Stock Show and Rodeo, running from January 17 through February 8. For those determined to be fully immersed in the Landman lifestyle, the hotel’s exclusive FWSSR room package offers a level of access usually reserved for the series’ wildcat billionaires. Available Sunday through Thursday, the experience begins with reserved seating for cocktails in The Bar before a private car whisks you away to Dickies Arena. The itinerary includes an intimate “Behind the Chutes” tour to see the raw energy of the rodeo up close, followed by a night of watching the world’s top riders from plaza-level seats. With exclusive access to the Reliant Club, the experience ensures you arrive and depart with the same effortless swagger as the Norris family themselves.
Team Fort Worth’s Baylor Roche scores 4.60 seconds in steer wrestling during the Super Shootout at the Fort Worth Stock Show Rodeo in Fort Worth, Texas.
Tribune News Service via Getty Images
Riders participate in the Grand Entry at the Fort Worth Stock Show and Rodeo in Fort Worth, Texas.
Tribune News Service via Getty Images
Dickies Arena, a multipurpose arena for concerts, sporting and family events, and rodeos, located in Fort Worth, Texas. The arena opened in November 2019.
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If you’re looking to steal the rugged swagger from Landman, you’ll need more than just basic Levi’s jeans. We’re talking about iconic Texas brands that bring serious “oil money energy” to the modern Western wardrobe. This look is a glow-up from the classic “denim and diamonds” vibe by blending blue-collar rawness with high-society shine.
Lela Rose store inside the Bowie House.
Lela Rose
Texas native Lela Rose anchors this look. She brought her signature style home by opening a permanent boutique inside the Bowie House. Her Lela Rose store and collection is a love letter to her Dallas upbringing on the family’s Rey Rosa Ranch, and even features a custom toile print that honors her father.
But the Landman look isn’t just about looking the part. It is about power and the confidence that comes with a high-carat price tag. When characters need to flash some status, they follow the lead of Angela Norris (played by Ali Larter) who points the way straight to Bachendorf’s. Name-dropped in the series as the spot for diamonds in Dallas, this is where Texas prestige meets pure swagger.
The characters of Landman wear an authentic hat by American Hat Co. and diamonds by Bachendorf’s.
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To top it off, you need an authentic cowboy hat from the Best Hat Store which is the place to buy brands like American Hat Co.,which has been handcrafted in Bowie, Texas since 1915. They have long been the standard for Western headwear. On screen, Billy Bob Thornton’s Tommy Norris sports one of their pure beaver felt hats with a narrow cattleman crown and those signature “cutter bumps” as a nod to his deep roots and “don’t mess with me” attitude.
A window display of Lucchese boots.
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Then you’ve got the boots. Lucchese is the undisputed king of Texas craftsmanship with over 140 years of legacy. In Landman, these boots anchor every scene from Tommy’s dusty pairs to the exotic skins worn by the show’s elite women. They are built to stride from the dirt of the Permian Basin straight into the boardrooms of Fort Worth without missing a beat. It’s that final touch that proves true Texas style doesn’t just walk into a room – because it actually owns it.
A herd of cattle parading through the Fort Worth Stockyards accompanied by cowboys on horseback.
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To round out the ultimate Landman itinerary, you have to include the local power spots that define the current Fort Worth dining scene as well as the growing popularity of ‘Mexicue’- a sophisticated blend of American BBQ and Mexican street food. The line between the screen and reality is thinnest in the city’s dining circuit, where the cast’s real-life haunts mingle with the show’s fictional power spots. To dine like a true wildcatter, one must start at 61 Osteria, whose sleek interiors were featured as a prime setting for the show’s power lunches. For a more traditional Texas meal, there is the iconic Cattlemen’s Steakhouse. A Stockyards fixture since 1947 and featured in Season 2, it was recently acquired by Taylor Sheridan himself, who is currently overhauling the landmark into a premier destination, complete with an exclusive “Cattlemen’s Club,” and serving beef sourced directly from his own 6666 Ranch.
Exterior of the Cattlemen’s Steak House with a cow statue on top of the building.
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The classic chophouse salad at the Bricks and Horses restaurant inside the Bowie House.
Bowie House
Behind the scenes, the cast has carved out their own local haunts, often blurring the lines between their characters and their off-screen selves. Bricks and Horses, located inside Bowie House, has become the definitive home base for Sam Elliott. Whether he is playing the formidable T.L. Norris or just enjoying an off-camera evening, Elliott favors the restaurant’s upscale take on the classic chophouse. For a more relaxed, “Fort Worth-cool” vibe, you will often find Michelle Randolph, who plays the spirited Ainsley Norris, at Press Cafe, an airy waterfront favorite perfect for a post-shoot retreat. Meanwhile, Billy Bob Thornton stays true to local legends. When he isn’t in character as the gritty crisis manager Tommy Norris, he is frequently spotted on the vine-covered patio at Joe T. Garcia’s, known locally as Joe T’s and a celebrity favorite, for a storied margarita.
The grandchildren of Mamasuez and Joe T. Lanny, Zurella, Joe, Jesse, Phillip, and Elizabeth who have kept the family restaurant going.
Joe T. Garcia
To eat like a local, you have to find Brandon Hurtado. His restaurant, Hurtado Barbecue, is where ‘Mexicue’ was born. It even makes a cameo in Landman Season 2 during an oil convention scene. This is where you go for brisket birria tacos that bridge the gap between Texas tradition and Hispanic heritage. Then there is Hatsuyuki Handroll Bar, a local obsession in the Near Southside. It is a small, intimate sushi bar where the fish is flown in fresh. It has become a quiet favorite for those in the production circle looking for a sophisticated, low-key alternative to the city’s steakhouse culture.
Lines out the door are frequent at this Fort Worth BBQ favorite.
Hurtado BBQ
Beyond the plate, the cast and crew have fully integrated into the city’s broader culture. When they aren’t on set, you might find them browsing the vinyl at Doc’s Records and Vintage or grabbing a drink at local watering holes like Nickel City and Down and Out. One thing is clear: when the ensemble was asked about their favorite haunts, they couldn’t name just one. Fort Worth became a home away from home for many of them, and it clearly holds a special place in their hearts.
Nickel City is a favorite of the cast of Landman.
Nickel City
For stars like Billy Bob Thornton, the connection is deeply personal. He has described Fort Worth as his favorite city in the entire United States, noting that it is one of the few places where he feels truly comfortable. He isn’t the only one looking to make the move permanent; James Jordan has openly shared that he is looking for property in the area, trading the grind of Los Angeles for the blossoming energy of North Texas.
Playing the mother and daughter duo from Landman, Ali Larter and Michelle Randolph.
Paramount Plus
The entire production seems to have a genuine connection to the city. Whether it was Michelle Randolph falling in love with the vibe of Panther City or the crew making a second home at The Durty Crow, the cast didn’t just work in Fort Worth; they lived it. Now, that love can be shared with the show’s set-jetting viewers. As fans flock to these special spots, the ‘Landman effect’ is inviting the world to experience the same authentic Texas soul that captured the hearts of the cast.