Brand USA Announces New Board Members, Leadership

Brand USA, the nation’s destination marketing organization, has announced its new leadership and the members of its 2025 board of directors.

Elliott Ferguson, president and CEO of Destination DC, will become board chair. Ferguson was first appointed to the board in 2022 and most recently served as treasurer. Lauren Bailey, CEO and cofounder of Upward Projects, will be the organization’s vice chair; Kristen Esposito, principal, Esposito Global Partners, will take over as treasurer; and Allen Orr, founder of Orr Immigration Law Firm, will serve as secretary.

Additionally, new directors were added to the board: Danny Hughes, president of the Americas for Hilton, and Gus Antorcha, president of Princess Cruises. A list of all of the 2025 board members, including the new officers and directors, can be viewed here.

The main goal: bringing more visitors to the United States

The 11-member board is appointed by the U.S. Secretary of Commerce in consultation with the U.S. Secretaries of State and Homeland Security. Each director represents a travel and tourism sector and can serve a maximum of two consecutive three-year terms. Brand USA has been tasked by the U.S. Department of Commerce’s National Travel and Tourism Strategy to welcome 90 million visitors the country by 2027; the organization expects to reach the target goal by 2026.

“My priorities align with Brand USA’s mission to welcome the world to the U.S. and generate incremental economic development,” said Ferguson. “We want the global community to know that the U.S. is welcoming, and we’re prioritizing all things tied to making travel safe and easy for visitors to come here. I will work with the amazing team at Brand USA to focus on growth opportunities tied to international meetings, the recovery of the Asia market, and areas of the world that haven’t been as emphasized. The diversity of our marketing is important from a competitive standpoint as we aim to reflect the U.S. as a welcoming destination with broad appeal.”

“As we shift from international visitation recovery to growth and new records, we are privileged to work alongside this talented board, including the new slate of officers and directors led by board chair Elliott Ferguson, to help advance the vital work of promoting the U.S. to global travel audiences while positively impacting our nation's economy and, at the same time, bolstering jobs,” said Fred Dixon, president and CEO of Brand USA.