National destination marketing organisation of the United States Brand USA has named Fred Dixon, current Chief Executive Officer of NYC Tourism + Conventions, as its new President and Chief Executive Officer. Dixon will take charge from July 15.

Brand USA, the destination marketing organisation for the United  States, has  appointed Fred Dixon as the company’s new President and Chief Executive Officer.

In a press statement, Brand USA says that Dixon will succeed the incumbent Christopher L Thompson, who announced his retirement in July 2023 and held the role of Brand USA’s President and CEO from 2012 to 2024. Dixon, who takes charge on July 15, will oversee all of Brand USA’s operations as the company prepares for its next phase of growth as tourism remains strong within the US.  

The statement adds that Thompson will continue to work with the company through September 30, as an advisor to facilitate a seamless leadership transition for Brand USA and its partners.  

“We are delighted to welcome Fred as Brand USA’s next Chief Executive Officer. 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 US economy will prosper under Fred’s  leadership,” says Todd Davidson, Brand USA Board Chair and CEO of Travel Oregon.

“I am incredibly honoured and excited to serve as the next President and CEO of Brand USA. The US 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,” says Dixon.  

Brand USA says that Dixon, who is an industry veteran, has over 30 years in the sector and joins the company with significant experience and a proven leadership track record in the travel industry as the current President and CEO of NYC Tourism + Conventions, New York City’s official destination marketing organisation. 

“I am grateful for my time as the President & CEO of Brand USA, and I know that the future of the  company will be in great hands with Fred at the helm along with the dedicated team and the Board. I will work closely with Fred and our Board of  Directors to ensure a seamless transition of responsibilities,” says outgoing President and CEO Thompson.