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Fred Dixon is leaving New York Tourism and Conventions to become CEO of Brand USA.
fred dixon
Dixon will succeed Chris Thompson, who announced last August that he would be retiring from Brand USA, a public-private organization that promotes tourism to the United States, on May 31. Thompson has led Brand USA for 12 years.
Mr. Dixon has worked for a tourism marketing organization in New York City since 2005. In his 2014 he was promoted to CEO. He will stay on until June 5th, and in July he will join Brand USA.
“Fred Dixon is a world-class destination marketing expert with talent and a keen eye for successful marketing strategies,” said Jeff Freeman, CEO of the U.S. Travel Association. “His more than 20 years of experience in New York City and his focus on metrics, accountability, and achieving ambitious goals are key attributes as Brand USA writes its next chapter.”
During Mr. Dixon’s tenure, the number of international visitors to New York more than doubled to more than 13 million. During the early months of the pandemic, Dixon organized the Coalition for New York City Hospitality and Tourism Recovery.
In 2025, New York City is expected to welcome more than 68 million tourists, surpassing pre-pandemic visitor numbers.
Mr. Dixon is currently President of Destinations International and serves on the Board of Directors of the International LGBTQ+ Travel Association and the U.S. Travel Association Executive Committee.
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