Fred Dixon to be Brand USA's new President and CEO

06-04-24

Brand USA, the entity charged with promoting the United States as a global travel destination, has announced a significant change in its leadership with the appointment of Fred Dixon as its new President and CEO, effective July 15, 2024. This decision is part of a carefully planned succession process by the organization's Board of Directors, preparing to continue its mission to strengthen the image of the U.S. as a premier travel destination of choice worldwide.

Dixon, who currently plays a key role in promoting New York tourism as president and CEO of NYC Tourism + Conventions, will bring to Brand USA more than three decades of travel industry experience. His industry leadership, characterized by a strategic and visionary approach, has been instrumental in significantly increasing international visitation to New York, doubling to more than 13 million travelers during his tenure.

Dixon's selection to succeed Christopher L. Thompson, who has led Brand USA since 2012 until announcing his retirement in July 2023, reflects the Board's confidence in his ability to lead the organization to new horizons of growth and success. Thompson, in recognition of the importance of a smooth transition, will remain with the company until September 30, 2024, serving in an advisory capacity.

Brand USA board chairman and Travel Oregon CEO Todd Davidson expressed his enthusiasm for Dixon's addition, noting his deep industry knowledge and proven ability to make a positive impact on the travel and tourism industry. Dixon's strategic vision and humble approach were key in his selection, anticipating that under his leadership, Brand USA will further elevate the promotion of the varied and rich destinations and experiences the United States has to offer.

Fred Dixon will assume his new role with a sense of honor and enthusiasm, mindful of the potential that the United States has as a leading global tourism destination. His appointment marks the beginning of a new era for Brand USA, in which tourism within the U.S. continues to be a strong and promising pillar for economic growth and diversification of experiences for visitors from around the world.

Dixon's experience at NYC Tourism + Conventions, where he led a sales and marketing team at the center of the organizational strategy to increase visitation and economic impact in the city, gives him a unique and valuable perspective to lead Brand USA. His leadership on various travel industry boards and committees, including his current role as president of Destinations International and his participation on the Board of Directors of the New York Convention Center Operating Corporation, among others, underscores his commitment and respect within the industry.

The travel and tourism community is watching this leadership change with interest, anticipating innovations and strategies Dixon will implement to promote the United States as a destination without equal on the global stage. With this transition, Brand USA prepares to meet the challenges and seize the opportunities of the future, reinforcing its position as a global leader in destination marketing.