NYC Tourism + Conventions announced that Fred Dixon will once again lead the city's convention and visitors bureau. The news comes as current president and CEO Julie Coker prepares to step down on Oct. 1 to lead Visit California. Dixon, who previously served as president and CEO of NYC Tourism + Conventions from 2014 to 2024, will return to the post on Dec. 1.
Dixon has spent the past two years at the helm of Brand USA, a destination marketing organization that represents the entire nation. In his role as president and CEO, Dixon was tasked with promoting international travel to the United States during major events such as the 2026 FIFA World Cup and America's 250th anniversary. Dixon was also forced to navigate steep budget cuts. In July 2025, Brand USA's federal matching funds were cut from $100 million to $20 million. He will continue to lead the organization until Nov. 13.
When he returns to New York City in December, Dixon will focus on growing visitation and economic opportunities across the five boroughs.
"Fred Dixon has the rare combination of foundational New York City expertise, national leadership experience and global perspective that this moment requires," said Charles Flateman, executive vice president of the Shubert Organization and board chairman for NYC Tourism + Conventions. "The board conducted a thoughtful process to identify the leader best positioned to advance our mission, and Fred's proven ability to elevate New York City's global brand, build partnerships across the industry and understand the forces shaping international travel made him the right choice to lead NYC Tourism + Conventions into the future."
Flateman will assume oversight of NYC Tourism + Conventions, along with the executive leadership team, in the interim to ensure a smooth transition before Dixon's return. Tourism is one of the city's largest economic drivers, supporting 400,000 jobs and more than $7 billion in tax revenue, according to the CVB. New York City welcome 65 million visitors in 2025, generating $55.6 billion in direct spending.
"Returning to lead NYC Tourism + Conventions is an extraordinary honor and responsibility," said Dixon. "My time at Brand USA gave me a broader perspective on the global travel marketplace and what's required to be competitive for international travelers. I return to New York with that experience, along with a renewed appreciation for the strength of this city and the extraordinary people and businesses that make its visitor economy so vital. I look forward to working with our members, partners and city leadership to grow visitation, strengthen our global position and ensure tourism continues to deliver for all five boroughs."
