PIERRE, S.D. – The South Dakota Department of Tourism is partnering with the U.S. Travel Association and communities across the state to celebrate National Travel and Tourism Week (NTTW), May 1-7.

NTTW is an annual industry tradition celebrating the value travel holds for our economy, businesses, personal well-being and more. This year’s theme is the “Future of Travel.”

“The ‘Future of Travel’ is very bright in South Dakota because of the tremendous momentum our tourism industry has built,” said Governor Kristi Noem. “Thanks to the hard work and dedication of South Dakotans, we led the nation in tourism growth over the past two years. The tourism industry supported more than 54,000 jobs and generated $1.8 billion in income for those families while saving each South Dakota household $980 in taxes.”

In 2021, South Dakota welcomed 13.5 million visitors. Those visitors spent a record $4.4 billion dollars.

“The past two years have been challenging for travel and tourism across the United States. In South Dakota, we had a different story to tell,” said James Hagen, Secretary of the Department of Tourism. “We were resilient, open for business and touted our outdoor offerings and road trip travel. Now is the time for us to focus on the future and setting a solid and sustainable foundation for the tourism industry for years to come.”

Throughout NTTW, South Dakota landmarks will be lit red, the official color of the tourism industry. Landmarks lit red will include:

  • Storybook Land Castle, Aberdeen (Tuesday, May 3)
  • Children’s Museum of South Dakota, Brookings
  • Crazy Horse Memorial, Custer (Sunday, May 1)
  • The Mammoth Site, Hot Springs
  • The World’s Only Corn Palace, Mitchell
  • Fort Pierre Pedestrian Bridge, Fort Pierre
  • The Farr House, Pierre
  • Main Street Square, Rapid City
  • Arc of Dreams, Sioux Falls
  • Falls Park, Sioux Falls
  • Sioux Falls Convention Center, Sioux Falls
  • Washington Pavilion, Sioux Falls
  • Woodburn Hall at BHSU, Spearfish
  • The Buffalo Chip, Sturgis
  • Rush-No-More Campground, Sturgis
  • DakotaDome, Vermillion
  • Sanford Coyote Sports Center, Vermillion

Created by Congress in 1983, National Travel and Tourism Week is in its 39th year and is an annual acknowledgment of the impact of travel on states, regions, cities and the entire United States. During the first full week in May each year, communities nationwide unite to showcase the impact of travel

For more information on NTTW, please visit

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


Media Notes: For highlights from 2021 efforts and photos of attractions lit red in 2021, visit this link.


Katlyn Svendsen, Global Media & Public Relations Director
South Dakota Department of Tourism
Phone: 605-773-3301
Email: [email protected]


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