Fred Dixon Return to Head New York City Tourism + Conventions

In the city so nice they named it twice, it’s fitting the next president and CEO of New York City Tourism + Conventions is coming back for a second tour of duty.

Yes, Fred Dixon is returning home, following a two-year stint as president and CEO of Brand USA, the nation’s destination marketing organization focused exclusively on increasing international visitation to the United States.

Dixon previously served as president and CEO of NYC Tourism + Conventions from 2014 through 2024. He assumes the role he knows all too well again on December 1.

The vacancy in the Big Apple is a result of Julie Coker’s move from the DMO to run Visit California, announced in June.

Bringing in Dixon dramatically cuts down on a transition period, as he is already entrenched as one of the experts in New York’s domestic and international appeal. Last year, New York City welcomed approximately 65 million visitors, generating $55.6 billion in direct visitor spending. The tourism industry is one of the City’s most significant economic engines, supporting 400,000 jobs and more than $7 billion in tax revenue across all five boroughs.

Dixon said his tenure at Brand USA adds experience that will only benefit his efforts in New York.

“Returning to lead NYC Tourism + Conventions is an extraordinary honor and responsibility,” he said. “My time at Brand USA gave me a broader perspective on the global travel marketplace and what’s required to be competitive for international travelers. 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.”

Dixon’s appointment follows a search process led by the NYC Tourism + Conventions Board Search Committee, comprised of Board leadership in accordance with the organization's bylaws. Russell Reynolds Associates supported the search process.

The hiring is a coup for the region, said Mayor Zohran Mamdani. “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,” Mamdani said. “Fred Dixon brings deep expertise, leading one of the City’s most important economic sectors. I look forward to working with him, our tourism industry and communities across the five boroughs to ensure New York City remains a destination where visitors want to come and New Yorkers can benefit from the economic opportunity."

Photo Credit: NYC Tourism + Conventions