Amid a fanfare news conference on the growth of inbound tourism in the United States, Brand USA Today officially introduced its new CEO and bid farewell to its longtime leader after a dozen years on duty.
USA brand, the destination marketing organization for the United States, has welcomed Fred Dixon as OGD Director. Dixon is the current President and CEO of NYC Tourism + Conventions.
He will succeed Chris Thompson in July, who announced his retirement from the role last year. Thompson served as Chairman and CEO of Brand USA from 2012 to 2024.
Even after Thompson leaves on July 15, he intends to continue working with Brand USA through September as an advisor, to ensure a smooth leadership transition.
Chris Thompson, CEO of Brand USA (Photo credit: Brand USA)
Today's introduction to OGD's new leader was made by Todd Davidson, Chairman of the Board of Brand USA and CEO of Travel Oregon.
“We were looking for someone who we believed would be smart, passionate and experienced and who would value the power and potential of the global travel and tourism industry and America's role in it,” said Davidson to the assembled media at the press conference held. as part of the IPW international travel convention currently taking place in Los Angeles.
“We were looking for a strategic visionary to take this rich diversity of American 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 over 30 years of experience. He joined NYC Tourism + Conventions, New York City's official destination marketing organization, in 2005 as Vice President of Tourism. Over the years, he rose through the ranks until becoming CEO in 2014. Under his tenure, visit to New York has more than doubled to reach more than 13 million travelers.
In a brief address to the assembled media, Dixon said he was excited about the new role.
“I couldn’t be more humbled by this appointment, proud and beyond excited for what lies ahead,” Dixon said. “I want to join (Brand USA in its) important work… as we continue to advance the American economy through the power of inbound travel.”
Dixon also congratulated his predecessor, adding: “I want to take this moment to congratulate Chris on his remarkable tenure leading Brand USA. We owe him a lot of gratitude for his steadfast leadership, passion and love for this industry. It shows in everything he does and we as a nation are better for it.
Dixon will oversee all operations of Brand USA as the company prepares for its next phase of growth.
Thompson, meanwhile, presented his latest Brand USA update to the assembled 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 hell out of here… But it's actually the exact opposite .”
When Thompson joined Brand USA in 2012, the country welcomed approximately 67 million visitors. During his presidency, this figure reached 80 million inbound international visitors in 2019, before the COVID-19 pandemic hit.
“Then in 2020, our world stopped,” Thompson said during his farewell speech. “Travel as we know it was literally shut down… our borders were closed… we had to go back to a state of preparedness wondering when we were ever going to get out of it. But I can tell you that our team made a incredible job of keeping the United States in the lead Keeping the rhythm of inspiration alive I would like to think that what we have been able to do as an organization is to contribute to the pent-up demand that we enjoy today. .
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