On Wednesday, it was announced that Fred Dixon will step down from his position at Brand USA this November to assume the roles of CEO and president for NYC Tourism + Conventions. His transition will be completed when he joins the New York City-based tourism agency on December 1, immediately after leaving Brand USA—the official destination marketing organization for the United States—where his last day will be November 13. This appointment marks a homecoming for Dixon, who previously held a post at NYC Tourism + Conventions prior to his position on the national stage.
Brand USA’s leadership transition
After serving just over two years as president and CEO of Brand USA, Dixon’s departure concludes a period in which he was credited by the organization for his “extraordinary leadership” and for building momentum around the nation’s international tourism initiatives. Brand USA issued a formal message expressing gratitude for his impact, stating that the search for a new CEO is already actively underway. The organization remains at the forefront in marketing the United States to the world, a mission that Dixon helped lead starting in 2021 as the industry recovered from the COVID-19 pandemic.
Dixon returns to New York City’s tourism sector
News of Dixon’s new position was confirmed after media reports highlighted that he was nearing a deal for the CEO spot at NYC Tourism + Conventions. Having had previous experience with the agency—responsible for promoting New York City to travelers from the U.S. and abroad—Dixon brings valuable knowledge as he takes over at a key moment for the city’s tourism sector.
His return is expected to enhance NYC Tourism + Conventions’ marketing and development efforts, especially as the organization continues to champion New York City as a premier travel destination. The agency manages tourism marketing, business event planning, and destination development, all geared toward strengthening the city’s post-pandemic visitor numbers and economic recovery.
Industry feedback and Brand USA’s succession process
Travel and tourism industry professionals have extended their congratulations to Dixon as he prepares to rejoin NYC’s tourism leadership. Meanwhile, Brand USA has not yet announced who will serve as interim CEO and has shared that the executive search remains in progress, with no specifics on selection logistics made public as of Wednesday.
Fred Dixon is set to officially begin his responsibilities at NYC Tourism + Conventions starting December 1. Both Brand USA and the New York agency have acknowledged his achievements during times of challenge and growth, wishing him every success as he takes on his new role.