Dixon will succeed Christopher L. Thompson to lead the company as
it approaches fifteen years of excellence
WASHINGTON, April 3, 2024 /PRNewswire/ -- Brand
USA, the destination marketing
organization for the United
States, today announced that, as part of a planned
succession process, its Board of Directors has appointed
Fred Dixon as the company's new
President & Chief Executive Officer, effective July 15, 2024.
Dixon will succeed 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, as an advisor to
facilitate a seamless leadership transition for Brand USA and its partners.
Dixon 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
organization. With more than 30 years in the sector, Dixon is
poised to lead Brand USA and
bolster its position as a global leader in destination marketing.
The Brand USA team is excited
about the new perspectives he will bring to drive
growth.
"We are delighted to welcome Fred as Brand USA's next Chief Executive Officer," said
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 optimize the travel industry's critical economic
contributions to the U.S. economy will prosper under Fred's
leadership."
Dixon will oversee all of Brand USA's operations as the company prepares for
its next phase of growth as tourism remains strong within the
U.S.
"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," said outgoing President &
CEO Christopher L. Thompson. "I will
work closely with Fred and our Board of Directors to ensure a
seamless transition of responsibilities."
"I am incredibly honored and excited to serve as the next
President and CEO of Brand USA,"
said Dixon. "The U.S. is one of the world's premiere 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."
Dixon will become President & CEO effective July 15, 2024.
About Fred Dixon
Fred Dixon is President and CEO
of NYC Tourism + Conventions, New York
City's official destination marketing organization. He
joined the organization in 2005 as Vice President, Tourism and rose
to become CEO in 2014. With more than 30 years of experience in the
travel industry, Dixon has the overall responsibility for
developing and implementing New York
City's tourism, meetings and events strategy and programming
to grow business and leisure travel from across the US and from
around the world.
At NYC Tourism + Conventions he has built a sales and marketing
team that is at the core of the organization's strategy to increase
visitation and economic impact across the City. Under his tenure,
international visitation has more than doubled to over 13 million
travelers; this is the result of a long-term strategy to create a
global network of outposts comprising sales, marketing, and press
professionals in diverse feeder markets including Australia, China, Mexico, Brazil and the UK. Today, New York City is represented in 17 overseas
markets and active in nearly 40 locations globally.
Dixon is a respected leader serving on travel industry
association boards and committees. He is the current Chair of
Destinations International, serves on the New York Convention Center Operating
Corporation Board, the board of IGLTA, the International LGBTQ+
Travel Association, the U.S. Travel Association Executive Committee
and is a trustee for the FIFA World Cup 2026 NYNJ Host
Committee.
About Brand USA
Brand USA, the nation's
destination marketing organization, is committed to promoting
the United States as a premier
travel destination and providing international travelers with
information about U.S. travel policies. The organization exists to
enrich lives by welcoming the world to the USA and is dedicated to fostering community
prosperity by uniting partners, showcasing innovative leadership,
and inspiring travel to benefit the U.S. travel industry and the
diverse communities across the United States.
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