SHERIDAN, WYOMING – July 22, 2024 – Brand USA, the nation's destination marketing organization, announced the appointment of seasoned travel industry executive Fred Dixon as its new President & Chief Executive Officer,effective July 15, 2024. Dixon's appointment signals a strategic move to capitalize on the ongoing strength of the U.S.tourism industry and position Brand USA for continued growth and innovation.
Dixon's Proven Track Record
Dixon brings a wealth of experience to the role, having most recently served as the President and CEO of NYC Tourism + Conventions. During his tenure, he spearheaded New York City's remarkable rise as a premier global destination,doubling international visitation. His 30-year career in the travel and tourism sector is characterized by strategic leadership, a commitment to innovation, and a deep understanding of the evolving needs of global travelers.
A Vision for Continued Success
Todd Davidson, Chair of the Brand USA Board of Directors and CEO of Travel Oregon, expressed his enthusiasm for Dixon's appointment, stating, "Fred's proven track record, strategic vision, and collaborative leadership make him the ideal candidate to lead Brand USA into its next chapter. His appointment is a testament to the Board's confidence in his ability to further elevate the organization's mission and impact."
Dixon's vision for Brand USA is clear: to continue showcasing the United States as a world-class destination that offers unparalleled diversity, cultural richness, and natural beauty. He aims to leverage innovative marketing strategies, data-driven insights, and strategic partnerships to attract travelers from across the globe and drive economic growth in communities across the country.
Building on a Legacy of Excellence
Dixon succeeds Christopher L. Thompson, who is retiring after 12 years of distinguished service as Brand USA's President & CEO. Thompson's leadership has been instrumental in establishing Brand USA as a global leader in destination marketing, and his contributions have significantly impacted the U.S. travel industry.
"I am honored and excited to build upon the strong foundation that Chris Thompson and the Brand USA team have established," said Dixon. "I look forward to working collaboratively with our partners and stakeholders to further strengthen Brand USA's position as a global leader in destination marketing and ensure the United States remains a top choice for travelers worldwide."
About Brand USA
Brand USA is the nation's destination marketing organization, dedicated to increasing international visitation to the United States through marketing and promotional efforts. The organization works in partnership with the travel industry and government entities to showcase the diverse attractions, cultural experiences, and natural wonders that make the U.S. a premier travel destination.