FOR IMMEDIATE RELEASE: Tuesday, June 3, 2025
CONTACT: Katlyn Svendsen, Global Public Relations & Content Services Senior Director, Travel South Dakota, (605) 773-3301 

Forever 605 Day – South Dakota’s June 5^th Holiday

PIERRE, S.D. – June 5 (6/05) isn't just another day. It's Forever 605 Day, a time for South Dakotans to unite and celebrate the state’s only area code – and learn how to keep it beautiful and welcoming for all. 

Now in its third year, the Forever 605 campaign’s goal is to inspire citizens and visitors to respect the 605 State as much as they adore it. On Forever 605 Day, Travel South Dakota is encouraging people to embrace the opportunity to celebrate and appreciate the beauty of the state. While the first two years of Forever 605 Day focused on campaign awareness, this year the focus is on pillars with specific action items:

• Explore beyond
• Preserve nature
• Honor culture
• Support local

“This summer, we’re encouraging locals and visitors to explore new areas of the state, keep our trails and parks pristine, experience local culture, and support local businesses,” said James Hagen, Secretary of the South Dakota Department of Tourism. “South Dakota is a truly special state full of beautiful and unique places, stories and people, and we want to protect that for future generations. Forever 605 is more than just a marketing campaign about respectful travel – it's a lifestyle.”

To get involved, sign the Forever 605 pledge (and earn a sticker) at Forever605.com. Use #Forever605 on social media to celebrate your South Dakota favorites while showing the importance of taking care of the state.  

Travel South Dakota’s Forever 605 campaign covers a variety of mediums, including video, display, paid & organic social, print, out-of-home, influencer advertising, web, and user-generated content.  

The South Dakota Department of Tourism is comprised of Travel South Dakota and the South Dakota Arts Council. The Department is led by Secretary James D. Hagen.  

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Media Notes:

• For high resolution photos of people engaging with the Forever 605 program in their communities, click here.
• For Forever 605 graphics, click here.