“Travel South Dakota’s mission is to promote the state as a premier vacation destination to all visitors, and to support and serve the South Dakota visitor industry,” said Mike Gussiaas, chief marketing and creative director.
Whether it’s promoting the state’s attractions, or its world-class pheasant hunting experience, Gussiaas says it’s always a privilege to tell people about these great destinations.
As chief marketing and creative director, Gussiaas’s role is to direct Travel South Dakota’s global marketing efforts and brand strategy.
“My days are spent working with our internal marketing and agency team members, and various other internal teams on tactics like paid media campaigns or website and email strategy,” shared Gussiaas.
By utilizing the company’s efforts, the state has earned national and international respect.
“This has helped change the perceptions about South Dakota as a place to visit and live for both domestic and international audiences,” explained Gussiaas.
Learn more about the creative, how he got into the tourism industry, and what he does outside of work.
1. HOW DID YOU END UP IN YOUR POSITION?
I got into tourism after an internship as a photographer with the (then) Department of Tourism in 2003. Later in life, I was fortunate to work closely with that team when I was vice president of marketing for the Black Hills & Badlands Tourism Association.
2. WHAT’S A HIGHLIGHT FROM YOUR CAREER?
Working with the Travel South Dakota team in 2022 on a new strategic plan that led to our Forever 605 Stewardship campaign, along with our other niche campaigns focusing on the arts and Indigenous tourism.
3. WHAT ARE YOUR FAVORITE PLACES IN SOUTH DAKOTA TO SPEND TIME OUTSIDE?
I currently reside in Spearfish because the Spearfish Canyon has always called to me. I’m also always game to explore Notch Trailhead in the Badlands or Cathedral Spires Trail over in Custer.
GUSSIAAS’S MUST-STOPS IN SOUTH DAKOTA
Black Hills Institute of Geological Research // Hill City
Leones’ Creamery // Spearfish
Lost Cabin Beer Co. // Hill City
Miner Brewing Company // Hill City
Red Cloud Indian Art Show // Pine Ridge Indian Reservation
Spearfish Falls // Spearfish
Splash Central Waterpark // Huron
4. WHEN YOU’RE NOT WORKING, HOW DO YOU DECOMPRESS?
I enjoy walking my dogs, hanging out with my wife and kids, having a good meal at a great restaurant with a decent beer list, and getting an excuse to hit the road and catch up on some of my favorite podcasts.
5. WHAT’S NEXT FOR TRAVEL SOUTH DAKOTA?
Travel South Dakota is making sure destination management and stewardship influence everything we do. We’re also continuing to create an understanding of the positive impact our work can have on the quality of life for both our residents and visitors.
