Research & Reports
Keeping a close eye on travel trends is an important function for the Department of Tourism.

The South Dakota Department of Tourism understands that data and marketing research is a key component in any destination marketing organization’s tool kit. We strive to make the data actionable so it can inform creative, media placements, content strategy, and most importantly ….improve the visitor experience. We are committed to staying up-to-speed with changes in the media landscape. The department uses data and the latest technology in consumer modeling to ensure we invest our marketing dollars effectively by targeting the visitor most likely to travel to our great state. Monthly travel trends are also watched closely so we can adjust and shift our media placements as needed. In addition, we continue to look for ways to keep our industry informed of the state of travel in South Dakota whether it is through the Quarterly Insights email, online dashboard or annual studies. If there are specific questions that you have regarding visitation, markets, interest types, audience demographics or media preferences, please contact Kirk Hulstein or call 605-773-3301.

Yearly Totals

$291M

South Dakota generated $291 million in state and local taxes in 2017.

$871

Amount each household in South Dakota would need to be taxed to replace the traveler taxes received by state and local governments.

$10.6M

Average visitors spend each day in South Dakota.

Monthly Travel Indicators

Here are the monthly performance metrics for the industry that we're watching. 

$2.46B

Total estimated visitor spending through August 2018. Spending is up 4.6% year over year. 

10.6M

Total state and national park visitation through August 2018. Estimated visitation is up 2.1% year over year. 

8.9M

Total hotel room nights through August 2018. Room nights are up 0.9% year over year. 

56.8%

Average Hotel Occupancy through August 2018. Average Occupancy is down 1.1% year over year. 

566,968

Total airport arrivals through August 2018. Arrivals are up 0.8% year over year. 

138,378

Total Inquiries received by the Department of Tourism through August 2018. Inquiries are up 20.3% year over year. 

1.47M

Total TravelSouthDakota.com web sessions through August 2018. Sessions are up 14.8% year over year. 

Note: All figures are calendar year-to-date through August. 

Tourism Reports