Brand USA, the destination marketing organization for the United States, has announced the appointment of Fred Dixon as its new President & Chief Executive Officer, effective July 15, 2024. This decision, part of a planned succession process, comes following the retirement announcement of Christopher L. Thompson in July 2023, who served as President & CEO from 2012 to 2024.

Dixon, currently the President and CEO of NYC Tourism + Conventions, brings with him extensive experience and a proven leadership track record in the travel industry. With over 30 years in the sector, Dixon is poised to lead Brand USA and further solidify its position as a global leader in destination marketing. His appointment signals a new era for Brand USA, as Dixon is expected to bring fresh perspectives to drive growth.

Todd Davidson, Brand USA Board Chair and CEO of Travel Oregon, expressed his excitement about Dixon's appointment, stating, "Fred brings a wealth of knowledge and experience from across the travel and tourism industry, and his strategic, visionary, and humble leadership proved that he is the right person to take Brand USA to even greater heights."

Dixon's responsibilities will include overseeing all of Brand USA's operations as the company prepares for its next phase of growth amidst a strong tourism market in the U.S. Outgoing President & CEO Christopher L. Thompson expressed confidence in Dixon's ability to lead, saying, "The future of the company will be in great hands with Fred at the helm along with the dedicated team and the Board."

Expressing his gratitude and enthusiasm, Fred Dixon remarked, "I am incredibly honored and excited to serve as the next President and CEO of Brand USA. The U.S. is one of the world's premiere travel destinations that will only continue to draw and delight visitors from across the globe, and we are well positioned for future growth and success."

U.S. Travel Association President and CEO Geoff Freeman also praised Dixon's appointment, highlighting his extensive experience and successful track record in destination marketing.

Fred Dixon currently serves as President and CEO of NYC Tourism + Conventions, New York City's official destination marketing organization. With over 30 years of experience in the travel industry, Dixon is responsible for developing and implementing New York City's tourism, meetings, and events strategy to attract travelers from across the US and around the world.