Chris Thompson, the charismatic leader of Brand USA, has ended his remarkable tenure as President and CEO, a role he has cherished for over a decade. His departure marks the conclusion of an era in which he, alongside former U.S. Travel Association CEO Roger Dow, became the driving force behind efforts to bolster inbound tourism to the United States. Their collective impact on the industry will be deeply missed.

Reflecting on his 12 years at the helm of the nation's destination marketing organization, Thompson expressed profound gratitude and pride. "Leading our nation’s destination marketing organization over the last 12 years has been my most challenging, exciting, and fulfilling professional experience and the honor of a lifetime," he stated. His dedication and passion have left an indelible mark on Brand USA and the broader tourism industry.

Under Thompson's leadership, Brand USA has significantly contributed to positioning the United States as the world's premier travel destination. The organization’s efforts have seen a resurgence in travel enthusiasm, with the U.S. continuing to lead in long-haul travel arrivals. Last year alone, the country welcomed nearly 67 million visitors who spent a combined $213 billion, a 28% increase from the previous year​.

Thompson's vision and strategic initiatives have paved the way for future growth. Brand USA’s recent research highlights the U.S. as the top aspirational destination for international travelers, particularly from markets such as Brazil, Canada, China, Japan, and Mexico. The organization aims to welcome 90 million visitors annually by 2027, contributing $279 billion to the economy.

Fred Dixon, the incoming CEO of Brand USA and current CEO of NYC Tourism + Conventions, is set to continue Thompson's legacy. Thompson expressed confidence in Dixon's ability to lead the organization into its next phase of growth. "I will work closely with Fred and our Board of Directors to ensure a seamless transition," Thompson assured.

In his farewell message, Thompson reminisced about his journey and the incredible colleagues he met along the way. "I have traveled the country and the world and been inspired by hundreds of the most committed, creative, innovative, and seasoned colleagues, many of whom I now call friends," he said. His tenure at Brand USA is seen as a crowning achievement of his 41-year career in the travel industry.

Thompson's departure was marked by heartfelt tributes at the IPW 2024 event in Los Angeles, where he shared his reflections and hopes for the future of Brand USA. "The state of our industry is strong, and the future is bright," he noted, underscoring the organization's solid foundation and promising trajectory​.

As Chris Thompson steps into his next chapter, the tourism industry reflects on his significant contributions and the lasting legacy he leaves behind. His leadership and vision have been pivotal in shaping Brand USA's success, and he will undoubtedly be missed by all who had the privilege of working with him.