A family from Green Bay, Wisconsin, drove 12 hours to spend a week in the Black Hills of South Dakota in late April, and state tourism officials say that kind of traveler is exactly what they are counting on for a strong 2026 season.
The Foley family, which includes Ryan and Alexis Foley and their two daughters, Amelia and Mabel, usually flies to a beach destination each spring. This year they drove instead, largely because their 15-year-old dog, Doc Holliday, could not be left at a kennel. They chose the Black Hills because it was drivable and offered a wide range of experiences.
High gas prices did not factor into their decision to stay home. "It's our family trip, so if we needed to pay a little more for gas, it's no big deal," said Ryan Foley, speaking after a scenic helicopter flight in Keystone with his family.
South Dakota tourism secretary Jim Hagen said that attitude is consistent with what the state has seen in previous years when fuel costs climbed. According to a report by ABC News, Hagen said South Dakota has outperformed other states during periods of high or rising gas prices. He pointed to recent national surveys showing that 90 percent of Americans said they plan to travel this summer in spite of higher costs, and that many are considering driving rather than flying.
"They want to travel regionally, and they're opting for that over more expensive, long-haul air travel trips or more expensive, longer road trips," Hagen said. "They're going to travel to destinations that are closer to home. And the silver lining is that South Dakota is seen as a regional-drive market and because we really are the ultimate road trip destination."
The Foleys packed a full itinerary during their visit, stopping at Wind Cave National Park, Mount Rushmore National Memorial, the Needles Highway, and Custer State Park. They stayed in an Airbnb rental and ate at local restaurants. Ryan Foley, who owns a real estate firm, and Alexis, a school counselor, said they worked with a solid but not extravagant budget. He described the trip as good value. "It's been affordable, but the most important thing was being together with the family, and seeing all this," he said. "These are memories we're going to have forever."
Tourism officials also expect a boost this summer from the 250th anniversary of the signing of the Declaration of Independence, which will be celebrated across the state. Hagen said the semiquincentennial creates additional tourism potential for both South Dakota residents and out-of-state visitors heading into the summer months.
