Dixon, who currently heads NYC Tourism + Conventions, will take up his role on 15 July. He will succeed Chris Thompson, who is retiring after 12 years in the post. Thompson will continue until 30 September to oversee a transition period.

“We are delighted to welcome Fred as Brand USA’s next chief executive officer,” said Todd Davidson, Brand USA board chair and chief executive 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.”

Dixon said he was “incredibly honoured” by his appointment. He joined NYC Tourism + Conventions in 2005 as vice-president – tourism, and became chief executive in 2014.

Dixon’s role will be taken on in the interim by chief marketing officer Nancy Mammana, who has been with NYC Tourism + Conventions since 2018 and led the company’s 2023 rebrand.

US Travel Association president and chief executive Geoff Freeman added: “Fred Dixon is a world-class destination marketing professional with a keen eye for talent and successful marketing strategies.

“His 20-plus year experience in New York City and focus on metrics, accountability and achieving ambitious goals are critical attributes as Brand USA writes its next chapter.”