After two successful decades at NYC Tourism + Conventions (formerly NYC & Company), Fred Dixon will step down as president and CEO to take the helm at Brand USA, the nation's destination marketing organization. Effective July 1, Dixon will replace Chris Thompson, who has held the post at Brand USA since 2012. Thompson, who announced his retirement plans in July 2023, will continue to serve as an advisor through Sept. 30, 2024, to facilitate a seamless leadership transition.
In applauding the decision, industry leaders and NYC Tourism colleagues effusively praised Dixon’s accomplishments. "For nearly 20 years, Fred Dixon has been synonymous with New York City tourism, the industry’s continued success and its impact on New York City," said Charles Flateman, executive vice president of professional theater company the Shubert Organization and board chair of NYC Tourism + Conventions, in the organization’s announcement. "His leadership and expertise created a template for excellence in destination marketing."
Nancy Mammana, chief marketing officer for NYC Tourism + Conventions since 2018, will serve as interim CEO while a search committee seeks Dixon’s replacement.
Industry leaders praise Dixon’s accomplishments
Other organizations, including the U.S. Travel Association, expressed similar sentiments upon the announcement. "Fred Dixon is a world-class destination marketing professional with a keen eye for talent and successful marketing strategies," noted Geoff Freeman, president and CEO of the U.S. Travel Association. "His 20-plus year experience in New York City — and his focus on metrics, accountability and achieving ambitious goals — are critical attributes as Brand USA writes its next chapter."
"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," echoed Todd Davidson, CEO of Travel Oregon and board chair of Brand USA.
Brand USA enters a new chapter
Established by the Travel Promotion Act of 2009 and launched in May 2011, Brand USA is a public-private partnership charged with promoting the United States as a travel destination. The CEO leads the organization’s efforts to build and execute effective marketing strategies that will increase travel within and to the U.S., create jobs, strengthen the economy and enhance the global reputation of the country as a travel destination.
Chris Thompson left his role as president and CEO of Visit Florida to become head of Brand USA in 2012. Under his leadership, the organization nearly tripled its partnership network and more than doubled its partner contributions and program offerings, notes his bio.
Dixon is poised to build on that foundation. "I am incredibly honored and excited to serve as the next president and CEO of Brand USA,” he said. "The U.S. is one of the world’s premiere travel destinations and we are well positioned for future growth and success."
