Fred Dixon Appointed President & CEO of Brand USA

Brand USA announced the appointment of Fred Dixon as the new President & Chief Executive Officer, effective July 15, 2024. This announcement marks a significant milestone in Brand USA’s planned succession process, following the retirement announcement of the outgoing President & CEO, Christopher L. Thompson, who has served from 2012 to 2024.

Dixon, who is transitioning from his role as President and CEO of NYC Tourism + Conventions, brings over three decades of extensive experience in the travel and tourism industry to Brand USA. His tenure at NYC Tourism + Conventions was marked by significant achievements, including doubling international visitation to over 13 million travelers and establishing a global presence in nearly 40 locations worldwide. His leadership expanded New York City’s tourism and economic impact, positioning it as a top global destination.

As Brand USA prepares for its next growth phase, Dixon’s deep industry knowledge and proven track record in strategic leadership and global marketing make him an ideal fit to lead the organization. “Fred’s visionary leadership is exactly what Brand USA needs to continue our mission of marketing the USA’s rich and diverse destinations and experiences,” stated Todd Davidson, Brand USA Board Chair and CEO of Travel Oregon.

Outgoing President & CEO Christopher L. Thompson expressed confidence in Dixon’s capabilities and committed to supporting a seamless leadership transition. Dixon himself is eager to leverage his expertise to enhance the United States’ appeal as a premier travel destination. “I am honored to join Brand USA and look forward to working with the team to promote the USA’s unique travel experiences,” said Dixon.

About Fred Dixon:

Fred Dixon’s career in the travel industry spans over 30 years, with significant roles at NYC Tourism + Conventions, where he led the organization’s transformation into a global destination marketing powerhouse. ixon’s leadership extends beyond his executive roles, serving on several boards and committees within the travel industry, showcasing his commitment to promoting travel and tourism on a global scale.

About Brand USA:

Brand USA stands as the nation’s destination marketing organization, dedicated to promoting travel to the United States and enhancing the country’s image as a leading travel destination. Through innovative leadership and partnership, Brand USA aims to drive economic growth and foster community prosperity across the U.S.