South Dakota tourism looking for more spending in 2024

SIOUX FALLS, S.D. (Dakota News Now) – South Dakota tourism industry leaders don’t expect 2024 to set a new record for yearly visitors, but they do expect each visitor to spend more.

2023 saw about 14.7 million tourists visit South Dakota, with an estimated $7.9 billion in economic impact for the state. For the second year in a row, southeastern South Dakota saw a higher economic impact than the Black Hills and Badlands. Sioux Falls and its surrounding area saw $1.96 billion in tourism spending, while the main tourism spots West River saw $1.92 billion in spending.

Experience Sioux Falls CEO Teri Schmidt said it’s nice to come out on top once again last year, and said it’s taken years of work and advertising to catch up to the western side of the state.

“We worked long and hard to get those numbers to go up. It’s really taken everybody, from certainly not only our office, but South Dakota Tourism, all of the hotels and attractions,” Schmidt said.

For Travel South Dakota, that friendly rivalry is a good thing. It brings a boost to both sides of the state, and helps elevate other communities as well.

“We know that big attractions like Mount Rushmore National Memorial, Badlands National Park and Custer State Park are a huge hook for visitors. But what really has happened is Sioux Falls, Watertown, Brookings, Huron, Mitchell, and all of these communities along the way have continued to up their game,” Travel SD Global Media Public Relations Director Katlyn Svendsen said.

So far, 2024′s estimated numbers don’t suggest that tourist numbers will be up much if at all. Svendsen said they expect that number to remain flat. But she added that they do expect the amount of money spent by travelers to be up.

“We are looking at it potentially being a little bit flat as we round out in terms of number of visitors coming in to South Dakota. But the exciting news is that they are spending dollars in South Dakota, and that number appears to be up,” Svendsen said.

Schmidt said their next big item on the calendar is the start of pheasant season. That starts in the middle of October, and it’s expected to bring a big boost to Sioux Falls and a number of other communities where hunters go to.

“So that’s coming together. Before we know it, those airplanes are going to be coming in filled with hunters, and we’re going to be there to welcome them,” Schmidt said.

Schmidt said the time between now and hunting season won’t be quiet either, as they see a number of people coming during what they call ‘shoulder season.’ That’s when people travel specifically to avoid peak tourism times, which in turn adds a small boost for businesses and communities.

“We could still see that surge. Just because the ‘real tourism’ season is over, we have another tourism season that’s starting now called our ‘shoulder season.’ That’s when a lot of people travel, bus tour groups, families, that don’t want to travel when there’s so much activity in the state,” Schmidt said. “They like a bit of a quieter visit. So tourism season is not over. It’s going to go on through October and then we’ll fall into the fall season, and go into the holidays for shopping, and dining, and parties and all the things that keep the season going.”

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