Only 100 days into his role as the CEO of Brand USA, the destination marketing organization for the U.S., Fred Dixon said he is still in listening mode.
But the longtime CEO of New York City Tourism & Conventions has already made some moves that signal the direction he plans to take Brand USA. Among them, the organization has added four C-suite positions that include executives focused on partnerships, marketing and a chief AI officer.
In his first major speech in the role, at Brand USA’s Travel Week event last month in London, Dixon said that “bold work has begun to forge a new Brand USA, equipped to meet this moment.”
In a follow-up interview, Dixon said his goal is to take what he inherited, “a really strong organization, foundationally in the best shape it’s ever been in,” and build it for the future.
“We’re focusing on product development for markets beyond the gateways; we’re thinking about things like seasonality and where can we bring additional value to the industry, about product distribution and if our product is being sold in all the right possible places and the most strategic ways,” he said. “Are the options on the shelf for travelers around the world robust enough to stay competitive?”
Dixon voiced enthusiasm for Angie Briggs, Brand USA’s new chief development officer, who will lead partner engagement and expand that base.
“I’m excited about creating new paths for partners to engage, and that would obviously bring more value to destinations across the…
