Visitors edge up to all-time high in South Dakota

Jan. 21, 2026

South Dakota’s tourism activity hit another record in 2025.

According to results of an annual study conducted by Tourism Economics, 14.97 million visitors traveled to and within South Dakota in 2025, an increase of 0.38 percent from 2024.

Those visitors spent a record $5.16 billion, representing a 1.1 percent increase over 2024 and reinforcing tourism’s role as a stable contributor to the state’s economy.

“Tourism’s impact extends far beyond visitor spending,” Gov. Larry Rhoden said in a statement. “This industry supports jobs, strengthens local communities and provides meaningful tax relief for South Dakota families. These results highlight tourism’s essential role in sustaining one of the strongest state economies in the nation.”

In 2025, the tourism industry accounted for 4.7 percent of the state’s total economy. Visitor activity generated $2.3 billion in household income for South Dakotans, supporting 59,145 jobs statewide.

“The tourism industry faced real challenges in 2025, from economic uncertainty to evolving travel behaviors, yet South Dakota continued to be resilient,” said James Hagen, secretary of the  Department of Tourism.

“That resilience speaks to the appeal of our destinations, the dedication of our tourism partners and the incredible experiences our state offers visitors year-round.”

Travel South Dakota credits consistent domestic travel demand, an increase in day-trip visitors and continued interest in the state’s outdoor and cultural experiences as key contributors to the industry’s success in 2025. This is further supported by recreation leading spending growth, increasing 4 percent year over year, the department said.

Tourism activity also generated $406.1 million in state and local tax revenue, representing 16.5 percent of all state sales tax collections.