South Dakota 2020 tourism declined, however trade optimistic

PIERRE, SD (AP) – A decline in visitor and tourism revenue sparked a 10-year growth spell in the industry last year, the tourism ministry reported Thursday, despite the state doing better than others during the pandemic.

According to an annual study by Tourism Economics, the number of visitors to South Dakota fell 13% to 12.6 million in 2020. Nevertheless, the annual two-day industry conference in Pierre was marked by optimism. Many companies said things weren’t as bad as they could have been.

Some attendees paid tribute to Governor Kristi Noem’s decision to forego many coronavirus restrictions and market the state as “open to business,” saying it could lead to even better attendance this year.

“The hard work you did in the darkest days of 2020 will help bring people back to our state to find the freedom they have longed for for almost a year,” Noem told the crowd an award ceremony on Thursday.

South Dakota visitors spent $ 3.4 billion, down 18% from 2019. The Department of Tourism said that wasn’t as bad as many other places in the country that saw a 45% decrease . Visitor spending contributed $ 2.6 billion and accounted for 4.7% of the state’s economy.

Epidemiologists blamed massive tourist events like the Sturgis Motorcycle Rally of causing viral infections in the Midwest. The state also suffered from a surge in viral infections that began in late August and peaked in November, with some of the worst rates in the country.

Tourism Secretary Jim Hagen said his department had followed the governor’s lead in preaching personal responsibility to curb the spread of infection.

“The industry has taken on this personal responsibility and the fact that we were open to the heart,” said Hagen. “It was your responsibility to protect these visitors when they came.”

With the state building a reputation for personal freedoms and Noem leaning on her fame in conservative circles, many tourism companies felt the industry was ready to bounce back this year.

Susan Johnson, who runs Black Hills Central Reservations, praised Noem, saying the industry benefited from “a nationally recognized celebrity and her message of freedom.”

“What you are getting is the biggest COVID comeback of any state in this country,” she said.