SD tourism leader: High gas prices could hold ‘silver lining’

South Dakota tourism officials believe rising gas prices may benefit the state’s travel industry by encouraging more regional road trips. The Foley family from Green Bay, Wisconsin, drove 12 hours to the Black Hills in late April, choosing scenic destinations over flying due to their dog, Doc Holliday, and a preference for affordable, family-focused travel. They visited Wind Cave National Park, Mount Rushmore, and Custer State Park, staying in an Airbnb and enjoying local restaurants while keeping costs manageable. Tourism Secretary Jim Hagen noted South Dakota has performed well during past periods of high gas prices, with 90% of Americans planning summer travel despite economic concerns. Many are opting for closer, driveable destinations, positioning South Dakota as a top regional choice. The state’s patriotic attractions and national parks align with increased interest in American history, as national park visitation is up 18% this year. To further attract visitors, South Dakota will celebrate the 250th anniversary of the Declaration of Independence with the Real America Birthday Bash in Rapid City from July 1–4. Events include a performance by the U.S. Air Force Academy band, drone shows, a parade, and fireworks. The Black Hills region will also host fireworks at Mount Rushmore on July 3, leveraging the nation’s historic milestone to draw crowds. The Foleys, who had a modest budget, found value in South Dakota’s attractions, emphasizing family bonding and lasting memories. Their experience reflects broader trends where travelers prioritize affordability and regional exploration over long-haul trips. Hagen’s outlook suggests the state’s tourism sector could see unexpected gains from economic challenges, reinforcing its appeal as a drive-friendly destination.