Only 100 days into his role as the CEO of Brand USA, the destination marketing organization for the U.S., Fred Dixon said he is still in listening mode.
But the longtime CEO of New York City Tourism & Conventions has already made some moves that signal the direction he plans to take Brand USA. Among them, the organization has added four C-suite positions that include executives focused on partnerships, marketing and a chief AI officer.
In his first major speech in the role, at Brand USA’s Travel Week event last month in London, Dixon said that “bold work has begun to forge a new Brand USA, equipped to meet this moment.”
In a follow-up interview, Dixon said his goal is to take what he inherited, “a really strong organization, foundationally in the best shape it’s ever been in,” and build it for the future.
“We’re focusing on product development for markets beyond the gateways; we’re thinking about things like seasonality and where can we bring additional value to the industry, about product distribution and if our product is being sold in all the right possible places and the most strategic ways,” he said. “Are the options on the shelf for travelers around the world robust enough to stay competitive?”
Dixon voiced enthusiasm for Angie Briggs, Brand USA’s new chief development officer, who will lead partner engagement and expand that base.
“I’m excited about creating new paths for partners to engage, and that would obviously bring more value to destinations across the country,” he said.
He also spoke eagerly about the addition of Janette Roush, the new chief AI officer, and embracing new technology.
“AI is quickly changing the landscape, from how we all work individually day to day to how we think about processes, about search, content and how consumers get information,” Dixon said. “What will the digital footprint of tomorrow look like? It’s changing so rapidly, and I think there’s a real opportunity for Brand USA to help lead those conversations for the U.S. travel industry and for our trade partners around the world.”
Still to come is a chief marketing officer, which, along with the enhanced communications team, Dixon hopes will expand Brand USA’s storytelling, tapping into surging demand for events travel.
“Everyone knows the United States through pop culture. Film, television, music, literature, fashion, art and those are such powerful levers for travel today,” he said, adding that people travel for entertainment in ways they hadn’t before, for concerts, sports and other events.
“When you come to the United States for one of these big events, how do we encourage you to add on one or two more destinations, extend your length of stay, do things like shop local and increase the positive impact on communities.”
And similar to his focus in New York, Dixon wants to see travelers go beyond the most well-known attractions and places.
“There’s so much opportunity to raise the profile of destinations across the country,” he said. “Big and small.”
Todd Davidson, CEO of Travel Oregon, was in London at Travel Week and said he liked what he heard from Dixon.
“As a long-standing partner of Brand USA, it’s wonderful to see the focus on these new areas that are creating the framework for our future success,” Davidson said, citing the focus on AI, partnerships, storytelling and earned media, which will “ultimately inspire travel to the USA now.”
