South Dakota continues to get the attention of the public as roughly 14.7 million visitors spent nearly $5 billion ($4.97B) here in 2023.

The ad from the Travel South Dakota (South Dakota Department of Tourism) will air Sunday during the CBS broadcast of the Super Bowl LVIII.

A couple of weeks ago, comedian Jay Leno poked fun at South Dakota tourism on “The Tonight Show” with a fake ad that implored viewers to spend a week in South Dakota.

-South Dakota tourism continues an upward trajectory, even as the largest annual tourist event seeks younger attendees to ensure its future.

South Dakota tourism industry leaders don’t expect 2024 to set a new record for yearly visitors, but they do expect each visitor to spend more.