PIERRE, S.D. – Travel South Dakota is inviting adventurers everywhere to discover the spirit of movement and exploration with the launch of “Cycle the 605,” a campaign inspired by South Dakota’s wide-open landscapes, endless opportunities for outdoor recreation, and the freedom to explore.
Adventurers everywhere are encouraged to get outside and participate in the official Cycle the 605 Strava Challenge by completing 605 minutes of activity, a number inspired by South Dakota’s statewide 605 area code. Celebrating movement in all its forms, the challenge runs through September 4, 2026. Participants are encouraged to log any combination of activities including cycling, running, hiking, walking and swimming, on the Strava app.
Those who complete the Cycle the 605 Strava Challenge can then enter the Cycle the 605 Sweepstakes for a chance to win a South Dakota cycling getaway for two, featuring two Canyon Grizl bikes, lodging, Endura gift cards, Bikeflights credit and more.
“South Dakota offers diverse terrain and the kind of wide-open spaces that are increasingly rare and more sought after than ever by travelers,” said James Hagen, Secretary of the South Dakota Department of Tourism. “From rural gravel roads to iconic rides through our state and national parks, there are endless opportunities to explore. We’re excited to partner with Strava, Canyon and Endura to inspire more people to discover just how much room there is to roam.”
The campaign builds on a May 2026 content-creation experience that brought cyclists, athletes, and brand ambassadors to South Dakota to explore the state’s diverse terrain and cycling culture. The resulting photo and video assets now power the Cycle the 605 campaign across digital and social platforms for Travel South Dakota and each of the brand partners.
As interest in cycling tourism continues to grow, Cycle the 605 positions South Dakota as a destination where riders can experience world-class gravel riding, mountain biking, and road cycling across the state’s expansive network of open roads and trails. The initiative also expands awareness of South Dakota among Strava’s global community and the dedicated audiences of Canyon, Bikeflights, and Endura.
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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