Brand USA president and CEO Fred Dixon is leaving the country’s official destination marketing organization to return to NYC Tourism + Conventions, the organization he left to take the post.
“Today, newly elected Brand USA Board Chairman Todd Davidson announced that President and CEO Fred Dixon has made the decision to step down effective Nov. 13…” Brand USA said in a media statement, adding, “We thank Fred for his extraordinary leadership over the past two-plus years and the significant momentum Brand USA has achieved during his tenure… Brand USA’s mission to grow inbound travel to the United States has never been more important, and the organization enters this transition from a position of strength.”
Dixon will continue to lead Brand USA into November to ensure continuity and a “thoughtful, timely transition” during the search for a successor, which has already begun.
NYC Tourism + Conventions
Effective Dec. 1, Dixon returns to New York City Tourism + Conventions, the city’s destination marketing organization, as President and CEO – a role recently vacated by Julie Coker (who had replaced Dixon), who was named CEO of Visit California in June.
“Fred Dixon has the rare combination of foundational New York City expertise, national leadership experience and global perspective that this moment requires,” said Charles Flateman, Board Chairman, NYC Tourism + Conventions. “The Board conducted a thoughtful process to identify the leader best positioned to advance our mission, and Fred’s proven ability to elevate New York City’s global brand, build partnerships across the industry and understand the forces shaping international travel made him the right choice to lead NYC Tourism + Conventions into the future.”
Dixon previously served as President and CEO of NYC Tourism + Conventions from 2014 through 2024, where he became the leading voice for New York City’s visitor economy. During his tenure, he represented the interests of the City’s tourism industry with business leaders, elected officials, media and travel partners around the world, while working closely with stakeholders across all five boroughs to strengthen New York City’s position as one of the world’s premier destinations.
“Returning to lead NYC Tourism + Conventions is an extraordinary honour and responsibility,” said Dixon. “My time at Brand USA gave me a broader perspective on the global travel marketplace and what’s required to be competitive for international travellers. I return to New York with that experience, along with a renewed appreciation for the strength of this city and the extraordinary people and businesses that make its visitor economy so vital.”
As President and CEO, Dixon will lead NYC Tourism + Conventions’ efforts to promote New York City as the world’s top destination for leisure travel, meetings, conventions and events, while strengthening partnerships across the city’s tourism ecosystem.
Last year, New York City welcomed approximately 65 million visitors, generating $55.6 billion in direct visitor spending. The tourism industry is one of the City’s most significant economic engines, supporting 400,000 jobs and more than $7 billion in tax revenue across all five boroughs.
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