Confirmed: Brand USA CEO Fred Dixon to Lead NYC Tourism Again
Fred Dixon is departing his role as CEO and president of Brand USA, the national destination marketing organization, to return to NYC Tourism + Conventions as CEO and president. His departure from Brand USA is effective November 13, and he begins at NYC Tourism on December 1. Dixon succeeds Julie Coker, who is leaving to lead Visit California; Coker remains through August 31, with Board Chairman Charles Flateman overseeing the organization in the interim. Brand USA praised Dixon's leadership and said a search for his successor is underway, framing the transition as occurring 'from a position of strength.' Dixon previously served as CEO of NYC Tourism for roughly a decade before joining Bran…
Impact and considerations
This leadership change may impact U.S. inbound tourism promotion strategies, as NYC Tourism gains a leader familiar with the local market, while Brand USA must find a new CEO to sustain its global marketing momentum.
Key points
- Fred Dixon leaves Brand USA effective November 13, rejoining NYC Tourism as CEO and president on December 1
- He succeeds Julie Coker, who departs to lead Visit California
- Brand USA has begun search for successor, framing transition 'from a position of strength'
- Dixon previously served as NYC Tourism CEO for roughly a decade before joining Brand USA in 2024
Sources and time
- Primary source
- Skift
- Other sources
- 0
- First source publication
- 27 Aug 2026, 04:18
- Page published
- 27 Aug 2026, 04:35
- Last updated
- 27 Aug 2026, 04:18
- Original links
- Skift Feed：Confirmed: Brand USA CEO Fred Dixon to Lead NYC Tourism Again (opens in a new tab)Primary source · en · Published 27 Aug 2026, 04:18