Industry veteran Fred Dixon has been appointed as the new CEO of Brand USA, America’s destination marketing organization. He will be taking over from Christopher Thompson, who announced his retirement in July 2023. Dixon, who has been leading NYC Tourism + Conventions since 2014, will bring his experience in promoting New York City to his new role, overseeing all of Brand USA’s operations as the company enters its next phase of growth.
During his time at NYC Tourism, Dixon played a key role in promoting and recovering New York City’s tourism sector during the Covid-19 pandemic. He helped secure $30 million in American Rescue Plan funds to market the city during one of its toughest periods in tourism. He also played a role in rebranding the organization from NYC +Company to NYC Tourism + Conventions. Dixon’s involvement in the FIFA 2026 World Cup hosting committee for New York and New Jersey helped secure the opportunity for the metropolitan area to host the final match and seven other games.
Prior to his role at NYC Tourism, Dixon held positions at various organizations including the Nashville Convention & Visitors Bureau, Planet Hollywood International, The Biltmore Estate, the Gatlinburg Convention & Visitors Bureau, and Delta Airlines. He has also been a trustee for the FIFA 2026 World Cup hosting committee for New York and New Jersey. Dixon has been praised for his efforts in promoting New York City as a key tourist destination and pushing back against claims that regulations on Airbnb were making the city less affordable for tourists.
Dixon will be stepping into the leadership role at Brand USA as the U.S. faces challenges in fully recovering international tourism. Weak air connectivity and long visa wait times have continued to deter tourists from markets such as China, India, Colombia, and Mexico. The outdated air infrastructure in America has made travel difficult for international visitors and has restricted the flight capacity of airports. Dixon will need to navigate these challenges as he works towards growing international inbound travel to the United States.
As Dixon takes on his new role as CEO of Brand USA, he expressed his excitement and honor to serve in this capacity. He thanked Christopher Thompson for his leadership and friendship and looks forward to working with the team to propel the organization forward. With Dixon’s experience in promoting and recovering tourism in New York City, he is well-positioned to lead Brand USA in its mission to grow international tourism to the United States. With his leadership, the organization is poised to navigate the challenges ahead and drive growth in this critical sector of the economy.
