TRAVEL SOUTH DAKOTA CELEBRATES NATIONAL TRAVEL AND TOURISM WEEK

4/30/2026

PIERRE, S.D. – Travel South Dakota Dakota is proud to join the U.S. Travel Association and communities across the country in celebrating National Travel and Tourism Week (NTTW) May 3-9, 2026. This year’s theme of “Postmarked: Essential” highlights a simple truth: travel isn’t optional. It’s fundamental to America’s workforce, economy, and way of life. And that’s especially true in South Dakota.

In 2025, South Dakota welcomed 14.97 million visitors who spent a record-setting $5.16 billion. As one of South Dakota’s leading industries, tourism fuels local businesses, generating $406.1 million in state and local tax revenue. Tourism supports 59,145 jobs across South Dakota.

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.

“The strength of our tourism industry shows up in the numbers, but it’s built by the people — those who greet visitors, share our stories, and take care of the details that turn a trip into something memorable,” said Governor Larry Rhoden. “People don’t just visit South Dakota — they experience it. Year after year, millions come to experience our open opportunities for themselves, and that’s definitely something worth celebrating.”

To commemorate NTTW, notable landmarks across South Dakota will be illuminated in red, the official color of the tourism industry, to symbolize collective support for the power of travel.

Participating landmarks include:

  • Granite Springs Lodge, Alexandria 
  • Mama T. Rex and the Children's Museum of South Dakota, Brookings 
  • Visit Brookings, Brookings 
  • McCrory Gardens, Brookings 
  • The Mammoth Site’s “Digger” statue, Hot Springs 
  • Gaylen's Popcorn, Madison (May 4-8) 
  • The Farr House, Pierre 
  • Pierre Area Chamber of Commerce/Visitor Center 
  • Arc of Dreams, Sioux Falls 
  • Denny Sanford PREMIER Center, Sioux Falls 
  • Falls Park, Sioux Falls 
  • Sioux Falls Regional Airport parking garage, Sioux Falls 
  • The Steel District (“Currents” art installation), Sioux Falls 
  • Washington Pavilion, Sioux Falls 
  • DC Booth Historic National Fish Hatchery and Archives, Spearfish 
  • High Plains Western Heritage Center, Spearfish 
  • Matthews Opera House, Spearfish 
  • Spearfish welcome sign on Jackson Blvd. 
  • Visit Spearfish 
  • Woodburn Auditorium @ Black Hills State University, Spearfish 
  • The Buffalo Chip, 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 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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CONTACT

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