South Dakota Native Tourism Alliance Promotes Authentic Cultural Experiences

Published on December 29, 2025

As the tourism industry continues to grow around the world, the Native American communities in the state of South Dakota are also starting to open their arms to tourists, as this provides these communities with the opportunity to share their culture with outsiders while also providing the much-needed economic boost. However, this new trend also poses new challenges to the communities.

Overcoming Hesitation: A Shift Toward Tourism Engagement

For many years, tourism was viewed with skepticism by Native American communities, especially in South Dakota. There was a deeply rooted concern that commercializing cultural traditions would result in exploitation. Sarah Kills In Water, a prominent representative of the SDNTA, shared that early efforts to discuss tourism with tribal nations were met with resistance. “When we first entered these spaces, they didn’t want to know about tourism,” Kills In Water explained. “They already had this idea that we were selling our culture.”

Despite these challenges, the SDNTA worked tirelessly to educate tribal members on the potential benefits of tourism. Over time, the concept began to gain traction. As Kills In Water put it, “Their little light bulb started to click on.” By focusing on authentic storytelling, cultural education, and fostering partnerships with tourists who are genuinely interested in learning, these tribal communities began to envision a future where tourism could support their goals without compromising their values.

A New Vision: Integrating Tourism with Cultural Identity

The SDNTA envisions a future in which tribal nations in South Dakota are as essential to the state’s tourism offerings as iconic sites like Mount Rushmore and Badlands National Park. Rhea Waldman, the Executive Director of the SDNTA, emphasized that each reservation in South Dakota has unique cultural offerings, from museums and historical sites to local rituals, art, and cuisine. By promoting these aspects, South Dakota can offer tourists an experience that is not just about seeing landmarks, but about connecting with the people and traditions that have shaped the region for centuries.

These efforts are aimed at creating deeper, more meaningful connections between visitors and the Native communities they encounter. Waldman explained, “Tourism is, just in South Dakota, a big thing. And so what we’re trying to do is highlight the gems that stand on every single reservation, and they’re very different.”

Outdoor Activities as a Gateway to Cultural Understanding

One of the most promising aspects of tourism in South Dakota’s tribal regions is the growing interest in outdoor activities. Many tribal members have started offering guided hiking trips, wildlife tours, and nature walks on reservations like Rosebud, where visitors can learn about traditional medicines and the flora and fauna that have been a part of Indigenous life for centuries. This approach not only provides tourists with an immersive experience in nature but also fosters a deeper understanding of the land and its significance to Native American cultures.

“Our people want to take people out on hiking trips and look at our medicines and teach them about the flora and the fauna of our reservation,” said Kills In Water. This form of tourism allows visitors to engage with the land in a way that is both educational and respectful, connecting them to the traditions of the Indigenous people who have lived on these lands for thousands of years.

Reconnecting Tribal Communities with Their Cultural Roots

While tourism is seen as a potential economic boon, it also offers an opportunity for tribal members to reconnect with their own culture. Kills In Water highlighted that the tourism efforts not only benefit visitors but also help the tribes rediscover their heritage. “I see this as the main opportunity to reconnect our people to our culture,” she said. “Through learning about our culture and reconnecting, they’re going to find ways that they can educate visitors about who we are today.”

The process of cultural revitalization is not only beneficial for tribal members but also enhances the visitor experience. By ensuring that tourism is centered on authentic cultural exchange, Native leaders hope to share their true story with visitors, without reducing their traditions to stereotypes or commercialized experiences.

Overcoming Barriers to Successful Tribal Tourism

While the vision for tribal tourism is promising, there are significant barriers that need to be overcome. One of the main challenges is the lack of infrastructure in many tribal areas. South Dakota’s reservations are often located in rural areas, making access difficult for tourists. Limited transportation options, accommodations, and dining facilities can deter visitors from exploring the regions, despite their rich cultural offerings.

Waldman discussed the challenge of building both demand and supply in the tourism sector. “If you have a community that really wants to build tourism and you have artisans and artists and other people in the tourism industry that are trying to build their business, you also need an influx of tourists and their dollars in order to support those business owners,” she explained. Balancing the creation of a robust tourist infrastructure while maintaining the authenticity of tribal communities is a delicate task that requires careful planning and collaboration.

The Role of State Support and National Partnerships

Support from state and federal tourism agencies is crucial for the continued growth of tribal tourism. In 2016, the U.S. Senate passed the bipartisan NATIVE Act, which aimed to increase Native American representation in the tourism industry and provide greater support for infrastructure development. This act has allowed tribal communities to gain more visibility and access to resources that are vital for promoting tourism.

Sherry L. Rupert, CEO of the American Indigenous Tourism Association, emphasized the importance of collaboration with state tourism offices, saying that these partnerships are essential for ensuring that Native tourism experiences receive the exposure they deserve. “Support from the state destination marketing organization or the state tourism office is necessary,” Rupert said. “They’re tasked with marketing all the destinations and experiences in your state, and that should include the Indigenous offerings as well.”

A Path Forward for Tribal Tourism

With tourists becoming increasingly hungry for experiences beyond just visiting a destination, the chance to delve into the Native American culture and history is likely to increase. The Native American reservations in South Dakota, with their distinct experiences, have a bright future in contributing to the tourism sector in South Dakota.