5/4/2026
PIERRE, S.D. – Tourism is driving economic growth in communities across South Dakota, especially in rural areas, according to a new analysis from Tourism Economics. In 2025, three of the state’s four tourism regions saw increases in visitor spending, highlighting the industry’s role in supporting local businesses, jobs, and tax revenue in every county.
The Glacial Lakes & Prairies (3.1%) region saw significant growth in visitor spending last year. The Black Hills & Badlands (1.0%) and Southeast (0.8%) regions both saw moderate growth. Spending in the Missouri River (0%) region remained steady, maintaining its 2024 levels.
Total visitor spending in South Dakota reached a record high of $5.16 billion, a 1.1% increase compared to 2024.
The top 10 counties with annual growth were evenly distributed across the state, including Jerauld (14.8%), Spink (11.6%), Todd (9.9%), Brown (9.1%), Potter (7.6%), Sully (7.2%), Faulk (5.6%), Beadle (4.4%), Stanley (4.1%), and Oglala Lakota (3.9%).
This regionally diverse growth highlights how tourism benefits counties of all sizes, including rural areas and larger travel hubs.
“These numbers reflect what we’re seeing across South Dakota. Visitors are traveling beyond our well-known destinations and discovering communities across the state,” said James Hagen, Secretary of the South Dakota Department of Tourism. “From our iconic landmarks to our small-town experiences, visitors are exploring more places and staying longer, which is driving meaningful growth in communities of every size. That momentum reflects a strong, collaborative industry focused on elevating the entire state.”
To view the full Tourism Economics County and Region Level Impact Report, visit SDVisit.com.
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.
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Source: Tourism Economics
All stats reflect calendar year 2025 numbers over 2024 unless otherwise noted.
CONTACT
Katlyn Svendsen, Global Public Relations & Content Services Senior Director
Travel South Dakota
Email: [email protected]