During the recent Joint Committee on Appropriations meeting, South Dakota's tourism sector showcased impressive growth, with a record 14.9 million visitors in 2024, marking a 1.4% increase from the previous year. This surge in tourism translated to over $5 billion in visitor spending, a significant milestone for the state. The Department of Tourism emphasized its commitment to attracting quality visitors who stay longer and spend more, rather than merely increasing visitor numbers.

The meeting highlighted the department's comprehensive marketing strategy, which includes partnerships with 16 entities across the state, utilizing a diverse range of media from traditional TV to digital platforms. The cooperative marketing program, with a minimum investment of $48,000, aims to enhance visibility for various regions, including historic sites and rural areas.

A key initiative discussed was the "Forever 605" program, designed to address concerns about overtourism. This program promotes respectful travel and aims to disperse visitors throughout the state, encouraging exploration beyond popular destinations like the Black Hills. The department is also launching a new "Destination Development" program focused on rural tourism, providing support and funding to communities with populations under 30,000.

The meeting concluded with a focus on the importance of sustainable tourism practices, ensuring that local communities benefit from the influx of visitors while maintaining the integrity of South Dakota's natural and cultural resources. The department's proactive approach aims to balance growth with the quality of the visitor experience, setting a precedent for responsible tourism in the state.