Fred Dixon, a pivotal figure in New York City’s tourism, is set to lead Brand USA.
- Dixon’s leadership transition marks a significant change in U.S. travel marketing.
- His tenure begins on 15 July, after Chris Thompson’s retirement.
- NYC Tourism values his legacy while anticipating fresh leadership.
- The travel industry eagerly supports Dixon’s new role at Brand USA.
Fred Dixon, known for his long-standing influence in New York City’s tourism landscape, has been appointed to head Brand USA, America’s travel marketing organisation. His departure from NYC Tourism + Conventions has been described as a ‘bittersweet moment’ by board chair Charles Flateman, reflecting both pride in his achievements and a sense of loss for the city’s tourism sector.
Dixon will assume his new role as president and chief executive of Brand USA on 15 July, following the retirement of Chris Thompson. This transition presents a pivotal moment for U.S. tourism as Dixon’s expertise and strategic vision are anticipated to steer the organisation towards greater global engagement and effectiveness.
Charles Flateman praised Dixon’s near two-decade tenure, highlighting his synonymity with the city’s tourism success and the professional standard he set in destination marketing. Dixon is lauded for fostering a team that consistently achieved excellence, and his departure heralds a new chapter for NYC as it embarks on a search for his successor.
Nancy Mammana, currently the chief marketing officer, will step in as the interim chief executive for NYC Tourism. The organisation is actively forming a search committee to recruit a permanent replacement, ensuring continued dedication to its strategic objectives and sustained growth trajectory.
Geoff Freeman, the president and CEO of the US Travel Association, recognised Dixon as a world-class professional whose career is marked by successful marketing strategies and a focus on measurable outcomes. Freeman’s confidence underscores the industry’s support as Dixon prepares to lead Brand USA, building upon the foundation laid by his predecessor Thompson.
Upon the announcement, Fred Dixon expressed profound enthusiasm about his new role, acknowledging the U.S. as a prime travel destination. He commended Chris Thompson for his leadership, indicating a commitment to maintaining and expanding Brand USA’s influence on the global stage. Dixon’s vision includes leveraging his extensive network across the industry to bolster America’s tourism appeal.
Fred Dixon’s appointment to Brand USA marks a new era of leadership in U.S. travel marketing.
