Qantas, Texas And Paramount Plus’s Hit Series Landman Have More In Common Than You Think

There is something very specific happening in popular culture right now. Audiences are gravitating back to stories about work, land, power and old money.

Not tech unicorns or startup founders, but oilmen, ranchers, cowboys and fixers. At the centre of that shift sits Landman, the latest runaway hit on Paramount Plus, created by the man quietly redefining prestige television.

That man is Taylor Sheridan. Sheridan has built an empire by turning America’s oldest industries into compulsive television. From oil and gas to ranching, law enforcement and frontier justice, his shows strip things back to power, territory and consequence. Yellowstone, 1883, 1923, and now Landman (starring Billy Bob Thornton, Ali Larter, Sam Elliot and Demi Moore) all tap into the same idea. Modern America was built on hard assets, not algorithms.

Landman drops viewers deep into the oilfields of Texas, following the dealmakers and power brokers who keep the industry moving. It is blunt, masculine, high-stakes television, and audiences cannot get enough of it. Western culture is popping off again because it feels real. Vast open land, huge physical risk, legacy wealth and a sense that decisions are life and death, or bankruptcy.

Here is where Qantas enters the picture.

For Australians watching Landman and wondering where all of this actually happens, the answer is surprisingly accessible. Qantas flies direct from Australia to Dallas Fort Worth, the heart of the world Landman portrays. Just a straight shot into modern Texas.

Even better, Qantas does it on the Airbus A380. Delivering Australians directly into the landscape that dominates streaming right now. One minute you are in Sydney or Melbourne, the next you are stepping into a world of oil rigs, cattle country and Sheridan-style America.

Qantas did not choose Dallas Fort Worth by accident. The route exists because DFW is one of the most strategically important airports in the world. It is the primary hub of American Airlines, Qantas’s long-time oneworld partner, giving Australians seamless access to more than 200 onward destinations across the US, Latin America and beyond.

There is also a serious business case.

Texas has become one of America’s fastest-growing economic powerhouses, driven by energy, defence, aviation, logistics and private capital. Australian mining, energy and infrastructure companies have deep ties to the region, and premium corporate demand between Australia and Texas has surged over the past decade. Flying direct into Dallas Fort Worth avoids congested West Coast gateways like LAX and drops travellers straight into the heart of the US economy.

As Western culture finds new life on screen, the physical places behind those stories are suddenly closer than ever, even if we are 10,000kms away. Landman sells the fantasy, but Qantas sells the access. And right now, that combination feels perfectly timed.

Texas is no longer just a setting on your TV. It’s just a direct flight away to sample the Landman life.