Brand USA CEO Fred Dixon is heading back to NYC Tourism.
The nation’s destination marketing organization confirmed the move Wednesday, one day after Skift broke news on advanced talks between Dixon and NYC Tourism.
Dixon is already well familiar with NYC Tourism. He first joined the organization in 2005 as vice president of tourism and led as CEO for about 10 years before moving to Brand USA in 2024. He’s set to return December 1, following current CEO Julie Coker’s move to Visit California.
New York City has been grappling with weak inbound tourism figures and budget constraints, but that’s nothing new for Dixon. Brand USA last year had 80% of its federal funding cut and has tried to juice inbound tourism figures amid a 5.5% decline in U.S. inbound visitation.
“My time at Brand USA gave me a broader perspective on the global travel marketplace and what’s required to be competitive for international travelers,” Dixon said in a Wednesday statement. “I return to New York with that experience.”
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