As Americans prepare to celebrate Independence Day during the nation's 250th anniversary year, South Dakotans will join millions of travelers on the road despite rising costs for gasoline, hotels and airfare.
AAA projects that 216,942 South Dakotans will travel during the Independence Day holiday period, which runs from June 27 through July 5. The forecast represents a slight increase from 215,448 travelers in 2025 and 214,201 in 2024, continuing a steady upward trend in holiday travel.
Nationally, AAA expects 72.2 million Americans to travel at least 50 miles from home during the holiday period, setting a new record and surpassing last year's mark of 71.8 million travelers.
"For many Americans, July Fourth travel is a longstanding tradition, and that tradition remains strong this year even as prices rise for most modes of transportation," said Shawn Steward, public affairs manager for AAA South Dakota.
Most South Dakotans are expected to travel by car. AAA estimates roughly 181,000 state residents will take road trips, mirroring a national trend in which 85% of holiday travelers are expected to drive.
The continued popularity of road travel comes despite significantly higher fuel costs. According to AAA, the average gasoline price in South Dakota is approximately 80 cents per gallon higher than it was at the same time last year.
Even so, travel experts say many families are adjusting their plans rather than canceling vacations altogether.
"People love to get out and spend time with their families, seeing new places and exploring new things," Steward said. "People are still making plans to take summer vacations despite the higher costs."
South Dakota's ties to 250th anniversary
While inflation and economic uncertainty continue to influence travel decisions, those same factors may create opportunities for South Dakota's tourism industry.
According to information provided by the South Dakota Department of Tourism, travelers increasingly are seeking affordable destinations, staying closer to home and taking shorter trips. Because South Dakota has traditionally been a regional drive-market destination, tourism officials believe the state is well-positioned to benefit from those changing travel habits.
Bart Pfankuch
More than half of South Dakota visitors, approximately 58%, travel from within 150 miles of home, according to tourism research conducted by Future Partners.
The state's combination of outdoor recreation, scenic drives, historic landmarks and family-friendly attractions aligns with many of the experiences travelers currently prioritize.
"Some people may make changes in where they travel, or maybe stay in a less expensive hotel, or travel closer to home," Steward said. "But most people are still looking for ways they can get out and enjoy the summer with a vacation."
Another wave of national attention may come from President Donald Trump’s planned visit to South Dakota.
Freedom 250 announced that Trump plans to attend the July 3 event at Mount Rushmore, which will feature fireworks and other activities tied to the nation’s 250th anniversary. The organization said in a press release that “the event will culminate with keynote remarks by President Trump beneath one of the nation’s most recognizable symbols of freedom and self-government."
South Dakota's tourism officials view the state's connection to American history as a significant advantage during the country's 250th anniversary year. Besides Mount Rushmore National Memorial, the Black Hills and historic communities across the state are expected to attract visitors looking for patriotic travel experiences.
In Rapid City, local leaders are preparing for what they expect to be one of the busiest Independence Day weekends in recent memory.
"We thought it was only fitting that Rapid City, being as close as it is to that iconic monument, really embrace America's 250th birthday," said Allie Froning, CEO of Visit Rapid City.
The city has organized a five-day "Real America Birthday Bash" from July 1 through July 5 featuring concerts, a parade, food vendors, family activities, fireworks and a drone show.
Froning said she expects between 10,000 and 20,000 people to be participating in downtown festivities at any given time during the celebration.
Molly Wetsch
The festivities coincide with the return of fireworks at Mount Rushmore National Memorial on July 3. Attendance for the event is limited through a public lottery system, but Rapid City plans to host a downtown watch party and livestream for visitors unable to secure tickets.
Tourism officials believe the anniversary is generating additional interest in destinations tied to American history.
"I think there is a lot of energy behind the anniversary and a lot of people traveling to destinations that have a tie to American history," Froning said. "There is a lot of demand for that right now."
Early tourism indicators suggest strong summer demand
Early tourism-related indicators suggest demand remains strong across South Dakota.
According to data from the Department of Tourism, Fourth of July week short-term rental bookings are pacing ahead of last year, with occupancy up 27% and revenue per available room increasing 36%.
Hotel demand also continues to grow. Through May, statewide hotel occupancy increased 2.1% compared with the same period last year, while hotel room demand rose 2.7%.
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Rapid City has seen even stronger growth.
"Just in the month of May, hotel occupancy was up 11% for Rapid City hotels," Froning said.
South Dakota's reputation among visitors remains another source of optimism. Tourism surveys show 87% of visitors are likely to recommend the state to others, while 90% said they plan to return.
For many Americans, the question this Independence Day may not be whether to travel but where.
As travelers seek affordable vacations closer to home, South Dakota's combination of scenic landscapes, historic attractions and anniversary celebrations may position the state to benefit from one of the busiest holiday travel periods.
South Dakota News Watch is an independent nonprofit. Read, donate and subscribe for free at sdnewswatch.org. Amina Aidarkhanova received the 2026 Jeffrey B. Nelson Investigative Journalism Endowed Internship and the Chuck Raasch and Sandy Johnson Scholarship from the SDSU Foundation. Contact: amina.aidarkhanova@sdnewswatch.org.
