It all starts with a visit. Tourism is Big Business.
Tourism is woven into every part of our city, region and state, driven by people dedicated to creating unforgettable experiences for others. Whether they’re maintaining parks, leading tours, running hotels, organizing events or serving up local flavors, their work enhances Brookings in ways we may not always notice.
A walk at Dakota Nature Park with friends from out of town. A family getaway to the Children’s Museum of South Dakota which creates lasting memories for the whole family. A cultural experience at the South Dakota Art Museum that expands your mind. Alumni coming back to cheer on the Jacks at a home SDSU football game. Tourism makes life richer, including right here at home.
When it’s all around us, it’s easy to overlook. But this is tourism and we all benefit.
Economic Impact
Tourism is big business.
It’s an economic multiplier, contributing $5.09 billion in visitor spending to South Dakota’s economy in 2024 alone. That spending generated $398.7 million in state and local tax revenue, funding initiatives that enrich our daily lives. This revenue decreased taxes on South Dakota households by $1,105. Tourism puts more money back in your pocket.
Tourism gives back in ways that go beyond dollars.
Because of tourism, the people who live here get to enjoy world-class attractions, vibrant festivals and unforgettable events right in their own backyard. The same experiences which draw visitors to Brookings —whether it’s the Brookings Summer Arts Festival, Hobo Day or our incredible museums and restaurants—are also here for us to enjoy. Tourism helps sustain these experiences, ensuring residents have access to the very best our community has to offer, year after year!
Tourism Workforce
Tourism creates jobs in Brookings.
In Brookings County, tourism employs more than 1,400 people directly across a wide variety of roles, and in an industry made up of small and medium-sized businesses. It creates opportunities for young people, first-time workers and new residents to Brookings as well as opportunities to advance your career, fostering job growth in our community. Whether your first job or your next career move, tourism is full of opportunities that can take you anywhere.
Tourism employees in Brookings work at restaurants (including coffee shops, bars and breweries, fast food chains, etc.), hotels, attractions, event venues, convenience stores and gas stations, welcome centers and athletic venues.
Quality of Life
Tourism is more than jobs or numbers.
Tourism is a powerful force improving the quality of life for Brookings residents. It provides opportunities to lead a healthy lifestyle, preserves and celebrates our traditions, fosters pride for our community, region and the state, highlights our growing culinary scene and encourages appreciation through our parks, attractions and neighborhoods.
Impact of Travel
Visit Brookings receives the Brookings County economic impact through our partners, South Dakota Department of Tourism. The department is provided the information by Tourism Economics.
Visit Brookings also uses different performance measures such as monitoring occupancy rates at hotels and event grant applications.
As the official Destination Marketing Organization (DMO) for Brookings, SD, we market and sell the community as a leisure, convention and business destination.
Our Mission: As destination experts, we proudly share the Brookings story, strengthen the economy and elevate the community experience for all.
Tourism makes Brookings an attractive place to live, work and play. Examples include the state art and agricultural museums, leading arts and sports venues, iconic dining and more. Residents also have access to a large employer base, jobs which accommodate a wide spectrum of education and experience levels, professional growth opportunities and more.
Tourism contributes to the local tax base through sales tax, lodging tax (BID fee), and other tourism-related revenues like admission fees and fuel taxes. These funds help support public services such as roads, parks, law enforcement and community development. In short, visitors help pay for amenities residents use every day.
While tourism has different definitions itis often defined as the practice of traveling for recreation or business, or the promotion or encouragement of visitors.
A visitor is often defined as anyone – a resident or non-resident – traveling 50 or more miles from home whether for the day or overnight trips. A visitor to Brookings could be someone from Huron, SD attending an SDSU event to a family from Wisconsin staying for the weekend.
- SD Visit: SDVisit.com
- US Travel Association: USTravel.org
- Destinations International: DestinationsInternational.org
Fast Facts
- Visitors spent $127.1 million, an increase of +2% from 2023.
- 1,441 jobs were directly supported by tourism in Brookings County, making up 7.6% of the county’s workforce.
- Tourism supports with $36.8 million in direct labor income.
- Brookings County saw $10.1 million in state and local tax revenue from tourism.
- 14.9 million visitors traveled to and within South Dakota
- Visitors spent $5.09 billion, an increase of +2.8% from 2023.
- 58,824 jobs were supported by tourism activity.
- Without the tourism industry, each SD household would pay an additional $1,105 in taxes.