PIERRE, S.D. – Travel South Dakota is partnering with the U.S. Travel Association and communities across the state to celebrate National Travel and Tourism Week (NTTW), May 19-25, 2024.

NTTW recognizes the industry's role in keeping our communities vibrant while acknowledging that travel serves as a local & global economic driver that provides workforce opportunities.

There are plenty of reasons to celebrate NTTW this year. In 2023, South Dakota welcomed 14.7 million visitors. These visitors spent 4.96 billion dollars. This surpasses all previous records, which continues to prove the South Dakota tourism industry’s tenacity and resiliency.

The tourism industry remains essential to South Dakota’s economy, providing an indispensable source of job creation and household income to thousands. 57,835 jobs in South Dakota were supported by the tourism industry, which generated 2.2 billion dollars of income for those families.

“Our industry is a cornerstone of the state's economy. We look forward to seeing how tourism continues to positively impact our state in the years ahead," said James Hagen, Secretary of the South Dakota Department of Tourism. "I am so proud of our remarkable industry and the positive benefits it brings to every resident.”

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

  • Children’s Museum of South Dakota, Brookings
  • McCrory Gardens, Brookings
  • Crazy Horse Memorial, Crazy Horse (one night only: May 20, dusk - 10 p.m.)
  • The CCC Museum and Melvin Hermanson Statue, Hill City
  • The Hill City Area Chamber and Visitor Information Center, Hill City
  • Jewel of the West, Hill City
  • The Mammoth Site, Hot Springs
  • The World’s Only Corn Palace, Mitchell
  • Main Street Square, Rapid City
  • The Monument, Rapid City
  • Arc of Dreams, Sioux Falls
  • Denny Sanford PREMIER Center, Sioux Falls
  • Falls Park, Sioux Falls
  • Largest TV in SD, Great Shots, Sioux Falls
  • Washington Pavilion, Sioux Falls
  • 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 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 National Travel & Tourism Week in South Dakota, see

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]


Newsroom Home