WASHINGTON, DC — There’s a new President and CEO at the helm of Brand USA, the destination marketing organization for the United States.

As part of a planned succession process, Fred Dixon will step into the role on July 15, 2024, taking over the reins from Christopher L. Thompson who announced his retirement in July 2023 after serving as President & CEO from 2012 to 2024. Thompson will continue to work with Brand USA through Sept. 30, 2024 as an advisor to facilitate a seamless transition.

Dixon joins the company with significant experience in the travel industry, currently serving as President and CEO of NYC Tourism + Conventions, New York City’s official destination marketing organization. He will oversee all of Brand USA’s operations as the company prepares for its next phase of growth.

“I am incredibly honoured and excited to serve as the next President and CEO of Brand USA,” said Dixon. “The U.S. 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.”

Dixon also extended his gratitude to Thompson for his many years of leadership and friendship: “I look forward to joining this team and working across the industry to propel us forward.”

Thompson, on making the transition, added: “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.” 

Todd Davidson, Brand USA Board Chair and CEO of Travel Oregon, said the company is delighted to welcome Dixon to the team.

“Fred brings a wealth of knowledge and experience form 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,” said Davidson.