The Visitor Beat
Welcome to The Visitor Beat, the monthly newsletter of Experience Sioux Falls. Stay up-to-date on what's going on locally in the travel industry, as well as what's trending nationally.
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George S. Mickelson Award Winner
During last month’s South Dakota Governor’s Conference on Tourism, Experience Sioux Falls was thrilled to receive the George S. Mickelson Award, which honors businesses, communities, or organizations that have done an exemplary job of exceeding visitors’ expectations in customer service. It marks the culmination of a yearlong hospitality program that involves hospitality training, customer comments, participation in the South Dakota Great Place Program, customer experience enhancements, and involvement in the local tourism industry.
Record Visitation & Spending in 2025
It was announced during the South Dakota Governor’s Conference on Tourism that 2025 was another record year for the state’s tourism industry. According to an annual study from Tourism Economics, South Dakota saw 14.97 million visitors (+0.38% year-over-year) to the state in 2025, along with $5.16 billion (+1.1% year-over-year) in visitor spending—both all-time highs for the state.
South Dakota’s tourism industry represented 4.7% of the state’s total economy in 2025, while visitor spending generated $2.3 billion in household income for South Dakota residents. Tourism activity also generated $406.1 million in state and local tax revenue, representing 16.5% of all state sales tax collections, and saving each South Dakota household $1,121 in taxes as a result. Over 59,000 jobs were supported by the South Dakota tourism industry last year.
Successful First Year in Sioux Falls for Two Sporting Events
Last month saw 124 volleyball teams (12U-18U) in Sioux Falls competing at the Sioux Falls Convention Center in a tournament. Put on by Vette City Events, the tournament marked the first event in Sioux Falls for the organization, and it’s looking to return in 2027. The volleyball teams competing in the tournament were from South Dakota, Iowa, Minnesota, Missouri, Nebraska, and North Dakota.
Premier National League (PNL) brought its 2026 Winter Nationals wrestling event to Sioux Falls this past weekend, which had 472 youth participants. Like Vette City Events, this too was a first-time event in Sioux Falls for PNL with interest in returning. The event had participants from around the region as well as states like Colorado, California, Idaho, Nevada, Utah, New York, Indiana, and more.
Between these two sporting events, the economic impact is estimated at over $1.2 million. Additionally, they generated over $48,000 in estimated tax revenue for the city of Sioux Falls.
Visitor Guide Launch Party
Thank you to all who attended the visitor guide launch party last week at the Holiday Inn City Centre! The Experience Sioux Falls team had a great time showing off the 2026 guide, handing out some “That’s So Sioux Falls” swag items, and talking with everyone.
The 2026 Official Sioux Falls Visitor Guide, published by Flynn Wright, showcases some of the many fun things to do and see in the city.
Around 2,000 Youth Wrestlers Expected in Sioux Falls From Across the State
The AAU South Dakota State Wrestling Tournament will be held at the Sioux Falls Arena March 20-22, 2026. Being hosted by Sioux Empire Youth Wrestling Association, the organization expects to see around 2,000 wrestlers participating from across the state.
This event typically rotates between Sioux Falls and Rapid City, with a return to Sioux Falls expected in 2028.
Physical Plant Administrators Conference to Bring an Estimated 300 People to Sioux Falls
Experience Sioux Falls is happy to announce that the Central Association of Physical Plant Administrators (CAPPA) Conference will be held in Sioux Falls in September 2027. The conference is expected to bring an estimated 300 people to Sioux Falls, with 435 overnight stays. CAPPA is a regional association of Physical Plant Administrators in institutions, or systems of institutions, which meet the eligibility criteria of higher education, technology, or PK-12.