Life · Destinations · published 2026-08-25 · via Skift

Dixon Nears Return to NYC Tourism Leadership After Two-Year Stint at Brand USA

Fred Dixon, the chief executive of Brand USA, is in advanced discussions to leave the national destination marketing organization and rejoin NYC Tourism + Conventions, according to sources. The NYC Tourism finance committee is set to meet Tuesday to approve compensation for his return. This follows the announced departure of current CEO Julie Coker, who is leaving to lead Visit California.

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Dixon's potential return comes roughly two years after he left NYC Tourism to lead Brand USA, the nation's official destination marketing organization. Rather than launching a formal executive search, the NYC Tourism board has moved swiftly, with its finance committee approving a compensation package Tuesday and the board ratifying the offer. One source described the appointment as effectively settled, noting Dixon's prior leadership experience makes him an ideal fit.

The transition follows Julie Coker's June announcement that she would depart to become CEO of Visit California, with her tenure ending August 31. Dixon's possible return positions NYC Tourism for major upcoming events, including preparations for the 2026 World Cup final

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