Charming South Dakota Spot Named ‘Most Underrated Town’ In The Entire State

When travelers think of South Dakota, Mount Rushmore or the Badlands might spring to mind first—but among its scenic landscapes is a truly underrated gem: Custer. Often eclipsed by more renowned attractions, the town of Custer delivers charm, character, and adventure in spades, earning recognition from travel experts as the most underrated town in the entire state.

The Heart of the Black Hills

Set amid the dramatic beauty of the Black Hills, Custer’s location is one of its great strengths. The town acts as a gateway to iconic sites like Custer State Park, Mount Rushmore, Crazy Horse Memorial, and the remarkable Needles Highway, famous for its spire-like rock formations and tranquil lakes. From hiking and biking to mountain climbing and wildlife watching, outdoor enthusiasts find endless pursuits just minutes from the town center.

Historic, Welcoming Downtown

Custer, established in the 1870s, is South Dakota’s oldest non-indigenous settlement. Its tree-lined streets blend Old West charm with modern vibrancy. Local saloons, steakhouses, galleries, and even a quirky Bavarian inn form a robust (per capita) food scene that rivals any city in the state. Throughout the summer, downtown buzzes with live music, festivals, and community events, bringing residents and visitors together in celebration.

More Than a Gateway

Despite its modest population (just over 2,000 residents), Custer punches above its weight with amenities for adventure and relaxation. It’s a perfect base for day trips: Spearfish Canyon, Sturgis, Deadwood, Badlands National Park, and the wilds of the Black Hills are all within easy reach. Yet the town itself is worth lingering in, with unique boutiques, rapidly growing art galleries, and some of the state’s most inviting coffee shops and bakeries.

Underrated, Unforgettable

What truly makes Custer stand out is how unassuming yet deeply rewarding it is to explore. Visitors describe the town as “less crowded than the big name stops, but just as scenic and entertaining.” Whether you’re drawn by lake views, forested trails, or small-town hospitality, Custer’s timeless character and stunning surroundings offer an authentic slice of South Dakota life—making it the unsung hero of the state’s travel scene.

If your next adventure calls for breathtaking scenery, a storied past, and genuine charm without the crowds, make Custer South Dakota’s most underrated must-see town on your itinerary.