by Donald Wood
Last updated: 2:55 PM ET, Wed April 3, 2024
Brand USA announced that Fred Dixon has been appointed the
new President and Chief Executive Officer for the United States’ official destination
marketing organization, effective July 15.
Dixon was selected as the new President and CEO by Brand USA’s
Board of Directors after a search for a new leader brough on by current leader Christopher
L. Thompson announcing his plans to retire in July 2023.
Thompson is expected to stay on through September 30 to
facilitate a smooth leadership transition.
“We are delighted to welcome Fred as Brand USA's next Chief
Executive Officer,” Brand USA Board Chair Todd Davidson said. “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,” Davidson continued.
With more than 30 years in the travel industry, Dixon will join
Brand USA after he leaves his current role as President and CEO of NYC Tourism
+ Conventions, New
York City's official destination marketing organization.
When Dixon leaves NYC Tourism + Conventions on June 5, Chief
Marketing Officer Nancy Mammana will take over as CEO, while a search committee
has been formed to lead the process of identifying and selecting a new permanent
CEO.
“This is a bittersweet moment for NYC Tourism + Conventions
and the City’s tourism industry,” Board Chair Charles Flateman said. “For
nearly twenty years, Fred Dixon has been synonymous with New York City tourism,
the industry’s continued success and its impact on New York City.”
“His leadership and expertise created a template for
excellence in destination marketing and the team of talented individuals who
make the work possible,” Flateman continued. “We are thrilled beyond measure
for him in this new role and know that he will always be a champion for
NYC.”
In his new role, Dixon will oversee all of Brand USA's
operations as the company prepares for its next phase of growth as tourism
remains strong. U.S. Travel Association President and CEO Geoff Freeman issued a
statement on the transition announcement.
“Fred Dixon is a world-class destination marketing
professional with a keen eye for talent and successful marketing strategies,” Freeman
said. “His 20-plus year experience in New York City and focus on metrics,
accountability and achieving ambitious goals are critical attributes as Brand
USA writes its next chapter.”
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