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. 

$1.55B

Total estimated visitor spending through June 2018. Spending is up 4.07% year over year. 

4.6M

Total state and national park visitation through June 2018. Estimated visitation is down 7.21% year over year. 

5.88M

Total hotel room nights through June 2018. Room nights are up 0.61% year over year. 

50.9%

Average Hotel Occupancy through June 2018. Average Occupancy is down 1.48% year over year. 

402,310

Total airport arrivals through June 2018. Arrivals are up 2.42% year over year. 

112,042

Total Inquiries received by the Department of Tourism through June 2018. Inquiries are up 27.28% year over year. 

1.02M

Total TravelSouthDakota.com web sessions through June 2018. Sessions are up 8.15% year over year. 

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

Tourism Reports