From Screen To Stockyards: ‘Landman’ Ignites A Set-Jetting Boom In Fort Worth

The Taylor Sheridan Effect: After transforming Montana with hit show ‘Yellowstone’, Sheridan is bringing a tourism and economic gold rush to Fort Worth with ‘Landman’ and the city is embracing it.
 

ByErica Wertheim Zohar, Contributor.



“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.

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.



Read more at Forbes.