South Dakota tourism leader muses that higher gas prices could hold "silver lining" for state tourism

South Dakota tourism secretary Jim Hagen argues that rising gas prices may benefit the state’s tourism industry by encouraging more regional road trips. Data shows 90% of Americans plan to travel this summer, with many choosing closer destinations over long-haul flights. The Foleys, a Wisconsin family, drove 12 hours to the Black Hills despite high gas costs, citing affordability and family bonding as key factors. The state’s tourism strategy aligns with national trends, as surveys indicate increased interest in American history and national parks, which saw an 18% visitation rise this year. South Dakota’s scenic attractions, including Mount Rushmore and Wind Cave National Park, are positioned to attract visitors seeking patriotic and outdoor experiences. Rapid City will host the Real America Birthday Bash from July 1–4, featuring the U.S. Air Force Academy band, drone shows, and fireworks. Governor Larry Rhoden has invited former President Donald Trump to attend Mount Rushmore’s fireworks display on July 3, though no official confirmation exists. Local businesses, like Keystone’s Bria Dillavou, anticipate a strong tourism season driven by the 250th anniversary celebrations. The Foleys, who stayed in an Airbnb and explored local restaurants, found the Black Hills affordable and memorable. Their experience reflects broader trends, as travelers prioritize value and regional destinations over costly alternatives. Hagen emphasizes South Dakota’s appeal as a ‘road trip destination,’ leveraging its accessibility and patriotic attractions to draw visitors.