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Brand USA Appoints Fred Dixon New CEO and President

Fred Dixon Appointed President & CEO of Brand USA Dixon will succeed Christopher L. Thompson to lead the company as it approaches fifteen years of excellence.
Effective July 15, 2024, Dixon will succeed Christopher L. Thompson, who announced his retirement in July 2023 and held the role of Brand USA’s President & CEO from 2012 to 2024. Thompson will continue to work with the Company through September 30, 2024, as an advisor to facilitate a seamless leadership transition for Brand USA and its partners.
Dixon joins the company with significant experience and a proven leadership track record in the travel
industry as the current President and CEO of NYC Tourism + Conventions, New York City’s official
destination marketing organization.
“We are delighted to welcome Fred as Brand USA’s next Chief Executive Officer,” said Todd Davidson,
Brand USA Board Chair and CEO of Travel Oregon. “Fred brings a wealth of knowledge and experience
from 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
“I am incredibly honored and excited to serve as the next President and CEO of Brand USA,” said Dixon.
“The U.S. is one of the world’s premier 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. I want to thank
Chris for his many years of leadership and his friendship. I look forward to joining this team and working
across the industry to propel us forward.”
About Brand USA
Brand USA, the nation’s destination marketing organization, is committed to promoting the United States
as a premier travel destination and providing international travelers with information about U.S. travel
policies. The organization exists to enrich lives by welcoming the world to the USA and is dedicated to
fostering community prosperity by uniting partners, showcasing innovative leadership, and inspiring travel
to benefit the U.S. travel industry and the diverse communities across the United States.
Dixon is a respected leader serving on travel industry association boards and committees. He is the
current Chair of Destinations International, serves on the New York Convention Center Operating
Corporation Board, the board of IGLTA, the International LGBTQ+ Travel Association, the U.S. Travel
Association Executive Committee and is a trustee for the FIFA World Cup 2026 NYNJ Host Committee.

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