That’s WY - Wyoming Office of Tourism Interview with Piper & Hailey
The Bag Tag is riding straight into the heart of the American West with two trailblazing women who know how to make the Cowboy State shine. We were joined by the Wyoming Office of Tourism’s Communications Senior Manager Piper Singer and Public Relations Manager Hailey Mach, and let’s just say, they got us planning a trip to visit!
These two aren’t just promoting a place, you can tell they live and breathe Wyoming. From managing seasonality to navigating Beyoncé-level cowboy culture hype (yes, really), they gave us the inside scoop on what makes Wyoming more than just Yellowstone and open roads (though, let’s be honest, those are iconic too).
Tourism in Wyoming: Riding High in 2025
We kicked things off with a bang: tourism is booming in Wyoming this year…as in, outperforming even last year’s impressive numbers. So naturally, we had to ask: what’s in the cowboy coffee?
Turns out, a few things:
The Covid-era outdoor travel boom continues to inspire wanderlust for wide-open spaces.
There’s a growing obsession with all things cowboy—cue Beyoncé’s “Cowboy Carter” or that one show “Yellowstone” (which doesn’t actually take place in Wyoming)…. the rise of luxe ranch stays, and a real thirst for rodeos is here!
And let’s not forget the repeat visitors because once you’ve been to Wyoming, apparently, you can’t stay away.
Beating the “Off-Season” Blues
Wyoming doesn’t hibernate when the crowds clear out. In fact, Piper and Hailey made a strong case for off-season adventures, especially in the smaller towns that dot the map between major attractions.
You want Western hospitality? You’ll find it in these hidden-gem destinations. Think:
Mountain Meadow Wool for cozy vibes and local goods
Soaking in the mineral-rich hot springs of Thermopolis (your skin will thank you)
Springtime hikes where you can spot baby wildlife
Plus, they recommend always checking in on local events, you never know when a tiny town might surprise you with the best pie contest you’ve ever seen.
Preserving the Land While Welcoming the World
Wyoming's natural beauty isn’t just its calling card—it’s sacred. And that’s why the state launched the WY Responsibly campaign, aimed at helping visitors explore while keeping the wild, well... wild.
The campaign is built on three simple pillars:
Be a local – Show up with respect and curiosity.
Keep wildlife wild – Please don’t chase the bison. Seriously.
Be adventure ready – Whether it’s bear spray or basic etiquette, come prepared.
It’s a savvy approach to balancing preservation with promotion, and it shows just how much Wyoming values sustainable tourism.
How Wyoming Puts Its Money Where Its Boots Are
When it comes to investing in tourism, the team isn’t just throwing money at flashy billboards but they’re taking a strategic, community-first approach.
Enter: the Destination Development Program.
This initiative helps small towns develop tailored tourism strategies that align with their size, resources, and charm. It’s not about turning every town into Jackson Hole, it’s about helping each community find its own story and spotlight.
Think of it as tourism with a heart and a whole lot of planning.
Travel Truths About the Cowboy State
We had to ask: what do people get wrong about Wyoming?
Hailey didn’t miss a beat: the size of it.
Pro tip: you cannot do it all in one day. With towns and parks spread out across vast landscapes, your GPS might say 7 hours, but if you’re stopping to take pics (you will), that’s a full-day journey.
As for authentic Wyoming experiences?
Skijoring (yes, that’s skiing while being pulled by a horse and it’s as wild as it sounds)
Ranch life, small-town rodeos, and embracing that unplugged, slower pace of Western living
What’s Next for Wyoming Tourism?
The vision? Bigger, bolder, and more rooted than ever.
Piper and Hailey see the future of Wyoming tourism as a full embrace of Western lifestyle—not just the aesthetics, but the values: hospitality, resilience, connection to nature, and a deep sense of place.
From supporting local makers to expanding access to under-the-radar spots, it’s clear that Wyoming’s next chapter is just as compelling as the legends of the Old West.