WASHINGTON, DC — Brand USA’s now-former President and CEO, Chris Thompson, bid the travel industry farewell in a heartfelt message this past Friday.

His statement was soon followed by greetings from Brand USA’s new President and CEO, Fred Dixon.

Thompson, who headed up Brand USA for a dozen years, first announced his retirement back in August 2023. IPW 2024 participants heard him speak firsthand of his time in the job during his keynote address this past May.

A few weeks prior, Brand USA named Fred Dixon as Thompson’s successor. Dixon has more than 30 years of travel industry experience, most recently as President and CEO of NYC Tourism + Conventions.

Read on for Thompson’s July 12 message to his industry colleagues, friends and partners …

“Today marks my final day as President and CEO of Brand USA, and I am filled with immense gratitude, humility and pride. Leading our nation’s destination marketing organization over the last 12 years has been my most challenging, exciting and fulfilling professional experience and the honour of a lifetime.

“I have travelled the country and the world and been inspired by hundreds of the most committed, creative, innovative and seasoned colleagues, many of whom I now call friends. I can think of no better capstone to my 41 years in the travel business – and indeed my entire working life – than my decade-plus of service to our great nation.

“My heartfelt thanks go out to all past and present boards of directors, stakeholders, partners, colleagues and friends who have supported and believed in our mission. Your passion and dedication have been the driving force behind our collective successes.

“As I step into my next chapter, I am confident Brand USA will continue to achieve great success. The future is bright, and I am excited to see the continued growth and impact of this incredible organization under the very capable leadership of Fred Dixon.

“Thanks for the memories. Remember, life is not measured by the number of breaths we take, but by the moments that take our breath away. Here’s to the next adventure!”

“OUR SUCCESS WILL REQUIRE A COLLECTIVE EFFORT”

Starting his new job on the right foot, Dixon followed up by sending out greetings to the travel industry in a statement on Monday.

“Hello from Tampa, Florida, where I am attending Destinations International’s Annual Convention. While it is my first as Brand USA’s President and CEO, this week also marks the end of my year as Destinations International’s board chair. It’s been an honor to serve the industry in this capacity, and I look forward to continuing to work closely with Don Welsh and his staff in my new role at Brand USA,” said Dixon.

“Before I continue, let me take a moment to thank Chris Thompson for his work on behalf of the industry and, more personally, for his guidance throughout the last month as I started the onboarding process. He is owed a debt of gratitude for his leadership and steadfast commitment to Brand USA.

“From my earliest days working at my family’s motel in the Great Smoky Mountains of Tennessee to now leading the nation’s DMO, I’ve learned the unrivaled ability of international travel to advance communities, build economic opportunity, and foster human relationships.

“I am incredibly humbled by the faith placed in me by the board and for the support throughout this transition. Next week, we will travel to Napa for Brand USA’s summer board of directors meeting where we will present the FY25 Business Plan developed by the talented team at Brand USA.

“Listening and a lifelong commitment to learning are two hallmarks of my leadership style. Beginning this week and over the next several months, I plan to hear directly from the industry. Understanding your perspective is essential as Brand USA looks to the future, including how best to maximize upcoming moments of global impact to elevate the United States as a must-visit destination.

“I am so proud to continue my life’s passion in this new role at Brand USA. I know our success will require a collective effort, and I am beyond excited for what’s to come. Thank you for your ongoing support and partnership. I look forward to working with each of you as we embark on this journey together to continue advancing the U.S. economy through the power of inbound travel,” said Dixon.