Satisfying nearly nine months of avid curiosity in the trade, Fred Dixon has emerged as the choice to be the new CEO of Brand USA, the US’s important destination marketing organization. Currently President and CEO of NYC Tourism + Conventions, the well-known Dixon will succeed Chris Thompson on July 15.

Thompson announced his retirement in July 2023 after serving in the post for 12 years but will stay on through Sept. 30 as an advisor to facilitate a seamless leadership transition for Brand USA and its partners.

Dixon joins Brand USA with significant experience and a proven leadership track record in the travel industry, having spent more than 30 years in the sector. He is tasked with overseeing all of Brand USA’s operations as the DMO prepares for its next phase of growth as tourism remains strong within the US.

“We are delighted to welcome Fred as Brand USA’s next Chief Executive Officer,” said Todd Davidson, Brand USA Board Chair and CEO of Travel Oregon. “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.”

The US Travel Association hailed Dixon’s appointment, with USTA President and CEO Geoff Freeman stating, “(He) is a world-class destination marketing professional with a keen eye for talent and successful marketing strategies. 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.

“Fred’s deep relationships across the business community and throughout the travel industry position him extraordinarily well to lead Brand USA and build on the strong foundation provided by Chris Thompson. The US Travel Association – and the entire travel industry – congratulates Fred on this well-deserved new opportunity and looks forward to partnering with him to steer Brand USA into the future.”

For his part, Dixon said he is “honoured and excited” to be named to the post.

“The US is one of the world’s premiere 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,” he said.

New York

In a related move, NYC Tourism + Conventions reports that its Chief Marketing Officer Nancy Mammana has been named Interim CEO. Mammana, who has been with NYC Tourism + Conventions since 2018, including five years as CMO, led the company’s 2023 rebrand. She oversees organizational strategies touching all five boroughs of New York City, including domestic and international promotional campaigns, media strategies, digital initiatives, creative and content plans, events, partnerships, licensing, and global tourism development efforts.

Dixon will remain with NYC Tourism until June 5 and a search committee has been formed to lead the process of identifying and selecting a new CEO.