South Dakota tourism officials and operators are happy to see a tough 2020 in the rearview mirror, and even happier to look forward to what could be a banner year for visitors and spending in 2021.
Aside from some pockets of unexpected prosperity in 2020 — in tourist activities focused on the outdoors and at accommodations located in wide-open or wilderness settings — the South Dakota tourism industry suffered significant reductions in visitors and revenues last year.
The state saw about 12.6 million visitors to the state in 2020, a decrease of 13% over 2019, and spending by tourists is estimated at $3.4 billion in 2020, a drop of 18% or about $700 million over the prior year.
Early in the pandemic, the tourism industry shed about 15,000 jobs due to a decline in tourist visits, said South Dakota Secretary of Tourism James Hagen. Arrivals at airports in Sioux Falls and Rapid City fell by 48% to only 408,000 in 2020, he said.
Yet tourism officials and operators in South Dakota and elsewhere are almost certain the worst is behind them.
Recent surveys appear to indicate that losses suffered in the pandemic-plagued 2020 tourism season will be offset by a spike in the number of new and returning visitors in 2021 and a sizable increase in the amount of money they will spend in South Dakota.
A rise in vaccinations against coronavirus, a falling number of COVID-19 cases and a simmering desire among tourists to travel after a year many stayed home are expected to converge and result in a potentially record-setting year for tourism in South Dakota.
“From every indicator we’re looking at, every survey that’s been done, 2021 is shaping up to be a strong year when it comes to travel and tourism,” said Hagen. “There’s no question that there is a ton of pent up demand and people are ready to travel.”
James Hagen
“2021 is shaping up to be a strong year when it comes to travel and tourism … there’s no question that there is a ton of pent up demand and people are ready to travel.” — James Hagen, South Dakota Secretary of Tourism
South Dakota ranked third best in domestic bookings in 2020 and fared better than most of the nation, which saw tourism spending fall by 45% during the year.
A state-sponsored questionnaire posed to residents in neighboring states shows that July 2021 will be a particularly busy month for tourism in South Dakota, and much of the travel will be done by families, Hagen said.
Recent national surveys have shown that 84% of Americans say they plan to travel within the next six months, that 39% are planning a vacation of a week or more, and that the top six destinations will be large metro areas, small towns or rural areas, beaches, state or regional parks, national parks and mountain settings.
“Of the top six, South Dakota checks four of those boxes, which is…
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