Former New York City tourism chief, Fred Dixon, will take over on December 1 after more than two years at Brand USA, bringing extensive local experience and a broader international outlook to the city’s visitor economy.
Carlos Mira, The Post FMGN Press
NEW YORK — New York City Tourism + Conventions is bringing back a familiar face to lead its next phase: Fred Dixon has been named the organization’s President and CEO and will officially begin his new role on December 1.
Dixon returns to the organization after serving for more than two years as President and CEO of Brand USA, the country’s destination marketing organization dedicated to expanding international travel to the United States.
The move marks a return to the organization he previously led for a decade. Dixon served as President and CEO of NYC Tourism + Conventions from 2014 through 2024, becoming one of the most prominent voices representing New York City’s visitor economy.
During those years, he worked extensively with tourism businesses, government officials, media organizations and travel partners around the world, while building relationships throughout all five boroughs.
His subsequent tenure at Brand USA gave Dixon a much broader view of the international tourism marketplace, including changing traveler behavior and the increasingly competitive battle among destinations seeking visitors for leisure, business travel, meetings and major events.
That combination of New York expertise and international experience was a key factor behind the decision, according to Charles Flateman, Chairman of the NYC Tourism + Conventions Board.
“Fred Dixon has the rare combination of foundational New York City expertise, national leadership experience and global perspective that this moment requires,” Flateman said.
He added that Dixon’s ability to strengthen New York City’s international brand, develop partnerships across the tourism industry and understand the forces influencing global travel made him the right person to guide the organization forward.
A broader view of the global tourism market
Dixon said his time at Brand USA changed the way he looks at the competition for international travelers and gave him a deeper understanding of what destinations need to do to remain relevant in an increasingly crowded global market.
“My time at Brand USA gave me a broader perspective on the global travel marketplace and what’s required to be competitive for international travellers,” Dixon said.
He also emphasized that returning to New York has reinforced his appreciation for the city’s tourism infrastructure and the businesses and people whose work supports the visitor economy.
Dixon said he intends to work closely with NYC Tourism + Conventions members, industry partners and City leadership to increase visitation, reinforce New York’s position internationally and ensure tourism continues to generate benefits across all five boroughs.
His responsibilities will include overseeing the organization’s global promotional strategy and positioning New York City as a leading destination for leisure travelers, meetings, conventions and events.
Tourism remains a major economic force
Dixon’s return comes as cities around the world compete aggressively for international visitors, making destination marketing increasingly important to local economies.
New York City attracted approximately 65 million visitors last year, according to NYC Tourism + Conventions, generating $55.6 billion in direct visitor spending.
Tourism also supports roughly 400,000 jobs throughout the city and contributes more than $7 billion in tax revenue, underscoring the sector’s importance to New York’s economy.
The organization’s leadership believes Dixon’s combination of institutional knowledge and international experience can help the city capitalize on those economic opportunities while competing for travelers from both the United States and overseas.
New York City Mayor Eric Adams also welcomed the appointment, emphasizing the importance of experienced leadership as the city seeks to remain a destination that attracts visitors while ensuring local communities share in the economic benefits generated by tourism.
Dixon’s appointment followed a search conducted by the NYC Tourism + Conventions Board Search Committee, with executive search firm Russell Reynolds Associates assisting with the process.
Until Dixon officially takes over in December, Board Chairman Charles Flateman will oversee the organization’s operations and transition alongside the Executive Leadership Team.
With Dixon’s return, NYC Tourism + Conventions is betting on a leader who already knows New York’s tourism industry from the inside — but who now comes back with a significantly broader understanding of how the city must compete for travelers on the global stage.
