Brand USA has appointed Fred Dixon as the company’s new President & Chief Executive Officer, effective 15 July 2024. Dixon will succeed Chris Thompson, who announced his retirement in July 2023 and held the role of Brand USA’s President & CEO from 2012 to 2024.
Thompson will remain with the company through 30 September 2024, 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 as the current President and CEO of NYC Tourism + Conventions, New York City’s official destination marketing organisation. He joined NYC Tourism + Conventions in 2005 as Vice President of Tourism and became CEO in 2014. With more than 30 years in the sector, Dixon is poised to lead Brand USA and bolster its position as a global leader in destination marketing.
“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.
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“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 optimize the travel industry’s critical economic contributions to the U.S. economy will prosper under Fred’s leadership.”
Dixon will oversee all of Brand USA’s operations as the company prepares for its next phase of growth as tourism remains strong within the US.
Outgoing President & CEO Chris 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 said he was “incredibly honoured and excited” to serve as the next President and CEO of Brand USA.
“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. 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.”
Meanwhile…
Nancy Mammana, Chief Marketing Officer at NYC Tourism + Conventions has been named Interim CEO of that tourism office.
Mammana, who has been with NYC Tourism + Conventions since 2018, including five years as CMO, led the company’s 2023 rebrand. She oversees organisational 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.
“This is a bittersweet moment for NYC Tourism + Conventions and the City’s tourism industry,” said Charles Flateman, NYC Tourism + Conventions Board Chair and Shubert Organization Executive Vice President. “For nearly twenty years, Fred Dixon has been synonymous with New York City tourism, the industry’s continued success and its impact on New York City. His leadership and expertise created a template for excellence in destination marketing and the team of talented individuals who make the work possible. We are thrilled beyond measure for him in this new role and know that he will always be a champion for NYC.”
Dixon will remain in his role at NYC Tourism + Conventions until 5 June. A search committee has been formed to lead the process of identifying and selecting a new CEO.
