Fred Dixon is leaving NYC Tourism + Conventions to become CEO of Brand USA.
Fred Dixon
Dixon will succeed Chris Thompson, who last August said he would step down on May 31 from Brand USA, a public-private organization that promotes tourism to the U.S. Thompson has led Brand USA for 12 years.
Dixon has been with New York City's tourism-marketing organization since 2005; he was promoted to CEO in 2014. He will stay on until June 5 and join Brand USA in July.
"Fred Dixon is a world-class destination-marketing professional with a keen eye for talent and successful marketing strategies," said U.S. Travel Association CEO Geoff Freeman. "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."
During Dixon's tenure, international visitation to New York more than doubled to over 13 million travelers. In the early months of the pandemic, Dixon organized the Coalition for NYC Hospitality and Tourism Recovery.
In 2025, New York City expects to welcome over 68 million travelers, exceeding pre-pandemic visitation numbers.
Dixon is currently chair of Destinations International and is on the board of the International LGBTQ+ Travel Association and the U.S. Travel Association Executive Committee.