Amid the fanfare of a press conference about the growth of inbound United States tourism, Brand USA Today officially introduced its new president and CEO and bid goodbye to its longtime leader after a dozen years of service.
Brand USA, the destination marketing organization for the United States, welcomed Fred Dixon into the DMO’s top role. Dixon is the current president and CEO of NYC Tourism + Conventions.
He will take over in July for Chris Thompson, who announced his retirement from the role last year. Thompson held the role of Brand USA president and CEO from 2012 until 2024.
Even after Thompson steps down on July 15, he intends to continue working with Brand USA through September as an advisor, in order to ensure a smooth transition of leadership.
Chris Thompson, CEO, Brand USA (Photo Credit: Brand USA)
Today’s introduction of the DMO’s new leader was made by Todd Davidson, Brand USA’s board chair and CEO of Travel Oregon.
“We were looking for someone who we believed would be smart and passionate and experienced and values the power and the potential of the global travel and tourism industry and America’s role in that,” Davidson told the media gathered at the press conference, which was held as part of the international IPW travel convention that’s now taking place in Los Angeles.
“We wanted a strategic visionary to take this rich diversity of America’s destinations and experiences to even greater heights. And we found all that and more in our next CEO,” Davidson added.
Dixon is an industry veteran with more than 30 years experience. He joined NYC Tourism + Conventions, New York City’s official destination marketing organization, in 2005 as vice president, tourism. Over the years, he rose through the ranks, becoming CEO in 2014. Under his tenure, international visitation to New York City has more than doubled to over 13 million travelers.
During brief remarks to the gathered media, Dixon said he was thrilled by the new role.
“I could not be more humbled by this appointment, proud and beyond excitement about what is ahead,” said Dixon. “I am looking for to joining [Brand USA in its] important work…as we continue to advance the U.S. economy through the power of inbound travel.”
Dixon also praised his predecessor, adding: “I want to take this moment to add my congratulations to Chris on his remarkable tenure at the helm of Brand USA. We owe him a debt of gratitude for his steadfast leadership, his passion and his love for this industry. It shows in everything he does and we in the nation are better for it.”
Dixon will oversee all of Brand USA’s operations as the company prepares for its next phase of growth.
Thompson, meanwhile, presented his last Brand USA update to the gathered media at IPW, the travel industry’s premier international marketplace, which brings together U.S. travel organizations from across the country representing all categories of the industry.
“It’s very hard to believe this is my last IPW,” Thompson said. “I love this industry, I love this event…It would be a lot easier if I hated my job and couldn’t wait to get the heck’ out of here…But it’s actually the exact opposite.”
When Thompson joined Brand USA in 2012, the country welcomed about 67 million visitors. During the course of his leadership, that figure rose as high as 80 million international inbound visitors in 2019, before the COVID-19 pandemic struck.
“Then in 2020 our world came to a halt,” said Thompson during his parting remarks. “Travel as we know it was literally shut down…our borders were closed…we had to scale back into a state of readiness wondering when we were ever going to get out of it. But I will tell you that our team did an amazing job of keeping the USA top of mind. Keeping the drumbeat of inspiration alive. I would like to think that what we were able to do as an organization is contribute to the pent up demand we are enjoying today.”
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