NYC Tourism + Conventions announced on Wednesday 26 August the appointment of Fred Dixon as president and chief executive officer of the organisation, confirming a report already circulated by trade media. He will officially take up his duties on 1 December.
A homecoming after a detour via Brand USA
This return places Fred Dixon back at the head of an organisation he had already led for a decade, from 2014 to 2024, before joining Brand USA as president and chief executive officer. The federal body is responsible for promoting international travel to the United States.
During his first tenure at NYC Tourism + Conventions, Fred Dixon established himself as a leading voice for New York’s visitor economy, representing the sector before business leaders, government officials, the media and international travel partners. He also worked with stakeholders across the city’s five boroughs to strengthen New York’s positioning as a leading global tourism destination.
Expertise broadened by international experience
His time at Brand USA gave him a wider view of international traveller behaviour and of global competition between destinations, across both the leisure and business segments. This return comes as destinations continue to compete fiercely for international visitors, a context that makes Fred Dixon’s dual New York and national experience particularly relevant.
“Returning to lead NYC Tourism + Conventions is an extraordinary honour and responsibility,” said Fred Dixon. “My time at Brand USA gave me a broader perspective on the global travel market and on what it takes to remain competitive for international travellers. I return to New York with that experience, and with a renewed appreciation for the strength of this city and for the exceptional people and businesses that power its visitor economy.”
“I look forward to working with our members, our partners and City leaders to grow visitation, strengthen our global position, and ensure tourism continues to benefit all five boroughs,” he added.
A selection process praised by the board
“Fred Dixon brings a rare combination of foundational New York expertise, national leadership experience and global perspective that this moment demands,” said Charles Flateman, chairman of the board of NYC Tourism + Conventions, in a statement. “The board conducted a rigorous process to identify the leader best positioned to advance our mission, and Fred’s proven ability to elevate New York’s global profile, build partnerships across the industry and understand the forces shaping international travel made him the clear choice.”
New York City Mayor Zohran Mamdani also welcomed the appointment: “At a time when we must continue to position ourselves against competition for visitors from across the country and around the world, experienced leadership at NYC Tourism + Conventions is essential. Fred Dixon brings deep expertise to the helm of one of the City’s most important economic sectors.”
A succession organised following Julie Coker’s departure
Fred Dixon succeeds Julie Coker, who announced in June her departure from NYC Tourism to take up the presidency of Visit California. Julie Coker remains in post at the New York organisation until 31 August. In the interim period before Fred Dixon takes office in December, Charles Flateman will oversee the organisation alongside the executive leadership team to support the transition.
At the head of NYC Tourism + Conventions, Fred Dixon will be tasked with overseeing the promotion of New York for leisure tourism, meetings, conventions and events, while building partnerships across the city’s entire tourism sector. This return comes amid a New York landscape in which a number of French and international figures hold prominent leadership positions, as noted by La Tribune de l’Hôtellerie in its profile of four hoteliers who embody the French spirit in New York, as well as the recent promotion of Spiridon Sarantopoulos, general manager of The Pierre, within IHCL.
A succession process already underway at Brand USA
Fred Dixon’s departure from Brand USA will take effect on 13 November, with the board announcing it has already launched a search process to find his successor. Todd Davidson, newly elected chairman of the Brand USA board, praised “Fred’s extraordinary leadership and the significant momentum Brand USA has built during his tenure,” noting that the organisation is approaching the transition from a position of strength.
Over the past thirteen years, Brand USA reports having generated 11.3 million additional international visitors, who spent $38.1 billion in the United States, for a total economic impact of $82.9 billion and the support of more than 40,000 jobs on average each year.
At a glance by The Hospitality Tribune
Fred Dixon returns to NYC Tourism + Conventions
New role: President and CEO of NYC Tourism + Conventions, effective Dec. 1, 2026
Previous tenure: led the organization from 2014 to 2024
Departing role: President and CEO of Brand USA since 2024, stepping down Nov. 13, 2026
Succession: replaces Julie Coker, who becomes President and CEO of Visit California
Transition: Board Chairman Charles Flateman to oversee the organization until December
Brand USA impact: 11.3 million additional international visitors and $82.9 billion in total economic impact over 13 years
