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RAPID CITY, SD — South Dakota’s tourism industry is entering the 2026 season with added momentum as communities nationwide  prepare for increased travel tied to America’s 250th anniversary.

Ahead of National Travel and Tourism Week, Ally Formanek of Visit Rapid City and Carmen Schramm of the Tourism Coalition of South Dakota spoke with the Rapid City Business Journal about the industry’s growing impact. They pointed to tourism as a major contributor to employment, public revenue and ongoing development efforts across the state.

National Tourism Week

National Travel and Tourism Week, observed annually during the first week of May, aims to raise awareness about the industry’s impact at both the national and local levels.

“It’s to bring awareness about the importance of the industry and the tourism industry, specifically in the state of South Dakota,” said Carmen Schramm, Executive Director of the Tourism Coalition of South Dakota.

The outreach effort includes a statewide media tour to share updated data and connect with residents, businesses and policymakers.

Ally Formanek, CEO of Visit Rapid City, said the week also serves as a reminder for residents who may overlook tourism’s influence or grow accustomed to what Rapid City has to offer.

“I think sometimes we take it for granted a little bit, but [National Tourism Week] is to raise awareness and let people know just how important the industry really is,” Formanek said.

South Dakota and Rapid City Tourism

Tourism continues to consistently generate significant economic activity statewide despite concerns in 2025 regarding the national economy. 

According to Schramm, South Dakota welcomed 14.97 million visitors in 2025, with travelers spending more than $5 billion. Those visits supported more than 59,000 jobs and generated $406 million in state and local taxes.

Formanek noted that visitor spending helps fund infrastructure and services, particularly in communities like Rapid City that rely heavily on sales tax revenue from tourism.

“The more spending that visitors do in our state, the more we can put into infrastructure,” she said.

While state sales tax revenue boosts funds for infrastructure and state programs, it also provides a sense of tax relief to its residents. Schramm said the benefits extend to residents regardless of their connection to the industry.

“Anybody who thinks that tourism doesn’t necessarily affect them, they actually save over $1,121 in household taxes every year,” she said, citing 2025 South Dakota tax data.

Tourism Over the Years

Tourism in South Dakota has evolved from a primarily regional attraction into a more coordinated, statewide industry.

This includes growing beyond traditional, well-known destinations like Mount Rushmore to include year-round and geographically diverse offerings.

“It used to be considered kind of a West River thing with tourism,” she said, noting that communities like Yankton have made great strides in promoting lesser-known offerings such as the Lewis and Clark Recreation area to potential tourists.

This is true across the entire state. Communities across South Dakota now promote unique attractions, from outdoor recreation along the Missouri River to hunting, fishing and family-focused travel in other regions.

These efforts, combined with a more unified marketing strategy across the state have sent South Dakota tourism numbers skyrocketing. 

“The industry has grown up,” said Schramm.

Efforts to expand travel during shoulder seasons have also gained traction. Fall tourism, in particular, has seen increased interest in recent years.

Formanek said September and October have become increasingly popular due to favorable weather and expanded marketing efforts.

“Fall is getting so, so good in the Rapid City area,” she said.

Tourism leaders are also investing in new opportunities including conventions and sports tourism. A planned sports complex in Rapid City is expected to attract tournaments and visitors year-round.

America’s 250th

The upcoming 250th anniversary of the United States is expected to draw additional visitors to South Dakota in 2026.

Formanek said the state’s iconic landmarks position it well for increased attention.

“Mount Rushmore is just about as Americana as it gets,” she said. “It’s a bucket list attraction for a lot of people.”

Rapid City has launched a coordinated marketing campaign tied to the anniversary, branded as “America 250,” to promote events and attract travelers.

The city is planning a multi-day celebration from July 1 to July 4, including a parade and a large-scale drone show.

Formanek said the effort has already gained momentum.

“We’ve been marketing this since later last year as to why you should choose Rapid City as your destination in 2026,” she said.

Schramm mentioned that communities across the state are also planning events in the name of America’s birthday. This push to attract visitors is also an effective way to unify South Dakota and its 2026 tourism season.

When considering South Dakota tourism statewide, Schramm added, “I just think it’s going to be more of a coordinated effort because of everybody getting involved in it.”

Formaken and Schramm are hopeful that the anniversary will not only increase visitation in 2026 but also introduce new travelers to South Dakota and keep its offerings top-of-mind for future trips. 

Those interested in more information about America’s 250th Birthday and Rapid City tourism can visit realamericarc.com. For statewide tourism information regarding the anniversary, readers are encouraged to go to americas250th.sd.gov.