Brand USA, the destination marketing organisation for the United States, has appointed Fred Dixon as the company’s new President & Chief Executive Officer, effective July 15, 2024.
Dixon joins the company with significant experience in the travel industry with more than 30 years in the sector, and is the current President and CEO of NYC Tourism + Conventions, New York City’s official destination marketing organisation.
Dixon is poised to lead Brand USA and bolster its position as a global leader in destination marketing and will oversee all of Brand USA’s operations as the company prepares for its next phase of growth.
He succeeds Christopher L. Thompson, who announced his retirement in July 2023 and held the role of Brand USA’s President & CEO from 2012 to 2024. Thompson will continue to work with the company through September 30, 2024.
Speaking of his new role, Dixon said: “I am incredibly honoured and excited to serve as the next President and CEO of Brand USA. The U.S. is one of the world’s premier 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. I want to thank Chris for his many years of leadership and his friendship. I look forward to joining this team and working across the industry to propel us forward.”
“We are delighted to welcome Fred as Brand USA’s next Chief Executive Officer,” added Todd Davidson, Brand USA Board Chair and CEO of Travel Oregon.
“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 and the marketing of the USA’s rich and diverse destinations and experiences to even greater heights.
“Brand USA’s ability to drive impact with stakeholders and optimise the travel industry’s critical economic contributions to the U.S. economy will prosper under Fred’s leadership.”
