PIERRE, S.D. – June 5 (6/05) is a special day in South Dakota — it's Forever 605 Day! It’s a time for South Dakotans to unite and celebrate the state’s only area code — and how to keep it beautiful and welcoming for all.

2024 marks Travel South Dakota’s second year of a stewardship campaign called Forever 605 — a campaign targeted at residents and visitors that promotes respectful and responsible travel throughout the state.

The Forever 605 campaign’s goal is to inspire citizens and visitors to respect the 605 State as much as they adore it. On Forever 605 Day, Travel South Dakota is encouraging all to embrace the opportunity to celebrate and appreciate the beauty of the state.

“Forever 605 seeks to balance the positive economic impact of visitors in South Dakota’s communities while being good stewards of the state's resources, assets, and the South Dakota way of life,” said James Hagen, Secretary of the South Dakota Department of Tourism. “Our 2024 focus with Forever 605 is to encourage industry leaders to provide the tools and resources our partners need to carry out the Forever 605 efforts, build more brand awareness amongst the general public, and provide tangible examples of how to practice responsible travel.”

Examples of the resources and creative messaging being used to support this campaign include:

  • Respecting wildlife (no bison selfies or feeding the animals)
  • Keeping our great outdoors clean
  • Shopping locally and respecting frontline workers

Travel South Dakota’s Forever 605 campaign includes a variety of touchpoints including video, display, paid & organic social, print, out-of-home, influencer advertising, web, and user-generated content.

To get involved, sign the Forever 605 pledge (and earn a sticker) at Use #Forever605 on social media to celebrate your South Dakota favorites while showing the importance of taking care of the state.

The South Dakota Department of Tourism is comprised of Travel South Dakota and the South Dakota Arts Council. The Department is led by Secretary James D. Hagen.



Katlyn Svendsen, Global Public Relations & Content Services Senior Director
Travel South Dakota
Email: [email protected]


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