Brand USA has announced the appointment of Leah Chandler as its new Chief Marketing Officer (CMO), effective March 17. With over two decades of experience in branding, advertising, and destination marketing, Chandler will lead the organization's global marketing strategy, aiming to elevate the United States as a top travel destination for international visitors.

A Strategic Move for U.S. Tourism Growth

Chandler’s appointment comes at a critical time as the U.S. travel industry transitions from recovery to expansion. Under the leadership of Brand USA’s CEO Fred Dixon, who took on the role in July 2024, the organization has been focusing on global communications, strategic partnerships, and innovation. Chandler’s addition to the leadership team strengthens Brand USA’s ability to drive consumer engagement and position the U.S. as a leading aspirational destination.

“Her extensive experience in destination marketing and leadership will greatly enhance our long-term marketing strategies, help expand global brand awareness, and strengthen the USA’s position as the premier travel destination,” said Dixon.

A Proven Leader in Destination Marketing

Prior to joining Brand USA, Chandler served as the Chief Marketing Officer at Discover Puerto Rico. During her tenure, she successfully rebranded the island’s tourism identity, launching the widely acclaimed “Live Boricua” campaign. This initiative not only celebrated Puerto Rico’s vibrant culture but also led to record-breaking tourism growth for four consecutive years.

Before her work in Puerto Rico, Chandler held the position of CMO at Explore Branson, where she played a pivotal role in expanding the region’s tourism sector for five years.

“The opportunity to lead global marketing efforts for the USA—one of the most diverse and dynamic travel destinations in the world—is thrilling,” said Chandler. “I look forward to working with Fred and the entire team to inspire travelers worldwide and drive meaningful economic impact.”

Recognized Industry Expertise

Chandler’s contributions to tourism and marketing have earned her several prestigious accolades. In 2024, Skift named her one of the “Top Women Shaping Travel’s Future”, while the American Marketing Association honored her as “Nonprofit Marketer of the Year.” Additionally, she holds a Certified Destination Management Executive (CDME) credential, the highest professional distinction in the tourism industry.

Future Plans at Brand USA

As CMO, Chandler will oversee Brand USA’s branding, advertising, content, digital marketing, and research initiatives. With major global events like the 2026 FIFA World Cup and the 2028 Olympic Games on the horizon, Brand USA is strategically positioned to capitalize on these opportunities, boosting international visitor numbers and economic growth.

With Chandler at the helm of marketing efforts, the future of U.S. tourism looks promising, as Brand USA continues to drive innovation and strengthen the nation’s appeal as a must-visit destination for travelers worldwide.