Brand USA CEO Fred Dixon may return to NYC Tourism: report

Fred Dixon is in advanced discussions to leave the United States’ national destination marketing organization and return to NYC Tourism + Conventions, according to a report from Skift, which cited two sources familiar with the negotiations.

The potential move would bring Dixon back to the organization he previously led for a decade before departing in 2024 to take the top job at Brand USA.

According to Skift, NYC Tourism’s finance committee met Tuesday (Aug. 25) and approved a compensation package for Dixon, with the board subsequently ratifying the offer.

While Dixon’s appointment has not yet been finalized, one source familiar with the negotiations told Skift: “It’s a done deal.”

Dixon would succeed 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.

It appears NYC Tourism doesn’t have other candidates to fill the role, Skift reports.

“In all likeliness, they don't have a choice,” one source told the outlet, referring to NYC Tourism. “They don't have a candidate.”

A return to New York?

For Dixon, the move would mark a return to an organization where he spent nearly two decades.

He joined NYC Tourism in 2005 as vice-president of tourism and was named president and CEO in 2014. He remained in the position until 2024, when he was tapped to lead Brand USA.

Dixon officially began his role as president and CEO of Brand USA on July 15, 2024.

During his previous time at NYC Tourism, Dixon oversaw the city's tourism, meetings and events strategy, while expanding its international presence in key markets around the world.

Neither Dixon’s departure from Brand USA nor his appointment at NYC Tourism has been officially announced.

Last year, following a budget reconciliation bill passed by the U.S. House of Representatives, Brand USA faced an $80 million funding cut, an outcome that Dixon said would require a “significant recalibration of our resources and programming.”

The move was said to be part of a broader plan to trim the federal deficit by over $40 billion over the next ten years and eliminate more than $1.4 billion in what the committee deems unnecessary expenditures.

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