Fred Dixon, who began his work at Brand USA this month, formally assumed the role of CEO of the organization with a message directed at the travel industry. Dixon, who previously oversaw New York City's tourism strategy, now faces the challenge of guiding the national tourism strategy for the United States. His experience promoting one of the most visited cities in the world provides him with a valuable perspective to lead Brand USA, especially following the retirement of Chris Thompson, who led the organization for 12 years.

Under Thompson's leadership, Brand USA focused on expanding international tourism in the country, a goal Dixon will also share in his new role. During his tenure at New York City Tourism, Dixon managed to double international visits to the city and expanded the number of international offices from five to 17. This focus on attracting international visitors aligns perfectly with Brand USA's objectives.

In a message from Tampa, Florida, Dixon shared his initial impressions as the new CEO: "Hello from Tampa, Florida, where I am attending the Annual Convention of Destinations International. Although this is my first convention as President and CEO of Brand USA, this week also marks the end of my year as chair of the Destinations International board. It has been an honor to serve the industry in this capacity, and I look forward to continuing to work closely with Don Welsh and his team in my new role at Brand USA."

Dixon expressed his gratitude to Chris Thompson for his guidance during the transition process: "I want to thank Chris Thompson for his work on behalf of the industry and, more personally, for his guidance over the past month as I began the integration process. We owe him a deep gratitude for his leadership and unwavering commitment to Brand USA."

Reflecting on his career, Dixon commented: "From my early days working at my family's motel in the Great Smoky Mountains of Tennessee to now leading the national DMO, I have learned the unparalleled ability of international tourism to advance communities, generate economic opportunities, and foster human relationships."

Dixon expressed enthusiasm for his new role and the direction Brand USA will take: "I am incredibly honored by the trust placed in me by the board and grateful for the support during this transition. Next week, we will travel to Napa for Brand USA's summer board meeting, where we will present the FY25 Business Plan developed by Brand USA's talented team."

In his message, Dixon also emphasized the importance of listening to the industry: "Listening and a continuous commitment to learning are two hallmarks of my leadership style. Starting this week and over the coming months, I plan to listen directly to the industry. Understanding their perspective is essential as Brand USA looks to the future, including how to maximize moments of global impact to elevate the United States as a must-visit destination."

Dixon concluded his message with a note of optimism and commitment: "I am very proud to continue my lifelong passion in this new role at Brand USA. I know our success will require a collective effort, and I am more than excited for what lies ahead. Thank you for your continued support and collaboration. I look forward to working with each of you as we embark on this journey together to continue advancing the U.S. economy through the power of international tourism."