USA. Washington-D.C. based destination marketing organisation Brand USA has named Fred Dixon as its new President & CEO as part of a planned succession.
The appointment, effective from 15 July, sees Dixon succeed Christopher L. Thompson, who announced his retirement in July 2023 after serving as President & CEO from 2012 to 2024.
Thompson will remain with the company until 30 September as an advisor to ensure a smooth transition in leadership for Brand USA and its partners.
Dixon brings more than 30 years of experience and a proven leadership track record in the sector. He spent nearly 20 years with NYC Tourism + Conventions, New York City’s official destination marketing organisation, and was promoted to President and CEO in 2014.
His wealth of experience allows him to lead Brand USA and elevate the company’s status as a global leader in destination marketing. The company noted that its team is excited about the new perspectives Dixon will bring to drive growth.
Brand USA Board Chair and Travel Oregon CEO Todd Davidson commented: “We are delighted to welcome Fred as Brand USA’s next Chief Executive Officer.
“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 optimise the travel industry’s critical economic contributions to the US economy will prosper under Fred’s leadership.”
In his new role, Dixon will take charge of operations as the company gears up for its next phase of expansion amid the strength of tourism within the US.
Brand USA outgoing President & CEO Christopher L. Thompson said: “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.
“I will work closely with Fred and our Board of Directors to ensure a seamless transition of responsibilities.”
Dixon added: “I am incredibly honoured and excited to serve as the next President and CEO of Brand USA. The US is one of the world’s premier 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.” ✈
