Fred Dixon, NYC Tourism + Conventions chief, is transitioning to Brand USA, bringing with him nearly 20 years of industry leadership.
- Dixon will leave his current role on 5 June, before beginning his new position at Brand USA on 15 July.
- He succeeds Chris Thompson, whose retirement marked the end of an era for Brand USA.
- Charles Flateman, board chair of NYC Tourism + Conventions, describes Dixon’s departure as a ‘bittersweet moment.’
- Geoff Freeman praises Dixon’s expertise, highlighting his focus on metrics and strategic marketing as vital for Brand USA’s future.
Fred Dixon, a stalwart of New York City’s tourism sector, is set to take the helm of Brand USA following nearly two decades of leadership at NYC Tourism + Conventions. Dixon, who has been synonymous with the city’s tourism success, will officially leave his current position on 5 June and commence his new role on 15 July.
His appointment follows the retirement of Chris Thompson, a figure noted for steering Brand USA towards a foundation of substantial growth and success since July 2023. Thompson’s departure leaves a significant legacy, one that Dixon is expected to build upon with his extensive experience and industry acumen.
Charles Flateman, chair of the board at NYC Tourism + Conventions, articulated the sentiments surrounding Dixon’s departure as a ‘bittersweet moment’ for both the organisation and the broader New York tourism landscape. Flateman expressed that Dixon’s influence has been pivotal in shaping destination marketing strategies that have propelled New York City to new heights.
In the interim, Nancy Mammana will step in as the interim chief executive while a search committee undertakes the task of selecting a permanent successor. This transition reflects a strategic approach to ensure that NYC Tourism continues to thrive during this pivotal change.
Geoff Freeman, the president and chief executive of the US Travel Association, lauds Dixon as a ‘world-class destination marketing professional’. He emphasises Dixon’s strategic focus on metrics, accountability, and ambitious goal-setting, which are seen as crucial attributes for leading Brand USA forward.
Dixon himself expressed enthusiasm about his new role, stating, ‘I am incredibly honoured and excited to serve as the next president and CEO of Brand USA.’ He acknowledges the United States as a premier travel destination poised for further growth and is eager to collaborate with industry partners to continue advancing Brand USA’s mission.
Dixon’s leadership transition marks a significant milestone for Brand USA, promising continued excellence and growth in U.S. tourism marketing.
