Fred Dixon returns to NYC Tourism as president & CEO

Fred Dixon is returning to NYC Tourism + Conventions as president and CEO, marking a homecoming for the tourism executive after more than two years at the helm of Brand USA.

NYC Tourism + Conventions announced Dixon's appointment Wednesday (Aug. 26), confirming an earlier report. He will officially assume the role on Dec. 1.

The move brings Dixon back to an organization he previously led for a decade, from 2014 through 2024, before departing to become president and CEO of Brand USA, the destination marketing organization responsible for promoting international visitation to the United States.

“Fred Dixon has the rare combination of foundational New York City expertise, national leadership experience and global perspective that this moment requires,” said Charles Flateman, Board Chairman, NYC Tourism + Conventions, in a press release.

“The Board conducted a thoughtful process to identify the leader best positioned to advance our mission, and Fred’s proven ability to elevate New York City’s global brand, build partnerships across the industry and understand the forces shaping international travel made him the right choice to lead NYC Tourism + Conventions into the future.”

During his previous tenure with NYC Tourism + Conventions, Dixon became a prominent voice for New York City's visitor economy, representing the industry with business leaders, government officials, media and travel partners around the world.

He also worked with stakeholders throughout the city's five boroughs to strengthen New York's standing as a major global tourism destination.

“An extraordinary honour & responsibility”

Dixon subsequently joined Brand USA, where his role gave him a broader view of international traveller behaviour and the competitive global landscape for leisure and business tourism.

His return comes as destinations continue to compete aggressively for international visitors, making Dixon's combination of New York City and national tourism experience particularly relevant to the organization's strategy.

“Returning to lead NYC Tourism + Conventions is an extraordinary honour and responsibility,” said Dixon in a statement. “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. I return to New York with that experience, along with a renewed appreciation for the strength of this city and the extraordinary people and businesses that make its visitor economy so vital.”

“I look forward to working with our members, partners and City leadership to grow visitation, strengthen our global position and ensure tourism continues to deliver for all five boroughs.”

As president and CEO, Dixon will oversee efforts to promote New York City for leisure travel, meetings, conventions and events, while building partnerships across the city's tourism sector.

“At a time when we must continue to compete for visitors from around the country and around the world, experienced leadership at NYC Tourism + Conventions is essential. Fred Dixon brings deep expertise, leading one of the City’s most important economic sectors,” stated Mayor Zohran Mamdani

Dixon succeeds Julie Coker, who announced in June that she would leave NYC Tourism to become president and CEO of Visit California. Coker remains with the New York organization through Aug. 31.

Until Dixon takes up the position in December, Flateman will oversee the organization alongside its executive leadership team to support the transition.

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