The state of South Dakota observes National Travel and Tourism Week through events which showcase its $5.09 billion tourist economy by using lights at significant landmarks to celebrate the importance of tourism.

National Travel and Tourism Week (NTTW) 2025 runs from May 4th to May 10th according to South Dakota's plans to promote the tourism sector's economic and social progress throughout the state. The theme for this year focuses on how traveling enables both economic development and social community transformation throughout the United States.

The state of South Dakota received 14.9 million visitors during 2024 that together spent a historic $5.09 billion dollars to sustain the statewide employment of 58,000 individuals. Tourism functions as the state's major economic sector which delivers support to regional businesses alongside producing needed taxes.

The state tourism workforce received high praise from Governor Larry Rhoden who declared South Dakota maintains such exquisite appeal that it attracts millions of annual visitors. A celebration will light up more than 30 landmarks across South Dakota so that all locations display red lights to demonstrate tourism sector backing.

NTTW received legal backing from the United States Congress in 1983 as it established knowledge regarding the tourism sector's transformative potential. The state shows dedication to community development by investing in tourism sector growth through its membership in the celebration.