A Message from Fred Dixon
As we bring the first quarter of 2025 to a close, we recognize that the travel landscape continues to shift. Global events, economic factors, and policy changes create an environment that can feel uncertain at times. Through it all, one thing remains constant—Brand USA’s commitment to you, our industry partners, and to ensuring the United States remains the world’s most aspirational travel destination.
While there may be ebbs and flows, our focus is on sustaining growth, deepening industry partnerships, and keeping the USA top of mind for travelers everywhere. This quarter’s newsletter highlights the steps we’re taking to drive momentum, from launching the "More to Discover" campaign to expanding our engagement in key international markets.I’m also excited to welcome Leah Chandler as our new Chief Marketing Officer. Leah brings bold ideas and adds a fresh perspective to our marketing efforts elevate the United States’ position in the minds of travelers worldwide.
In today’s fast-changing environment, having reliable data is more critical than ever. That’s why we are excited to introduce an expanded Partner Success Portal, now featuring a Research Hub—a central resource for the latest visitor trends, economic impact data, and consumer sentiment insights. With shifting market dynamics, staying ahead requires real-time intelligence, and this tool is designed to help our industry make informed, strategic decisions. Whether navigating challenges or identifying new opportunities, access to timely research ensures we can adapt, compete, and grow—together.
Regardless of the headlines, Brand USA will remain a steady hand—providing clear, strategic direction and ensuring the U.S. remains a dynamic and welcoming destination. Thank you for your collaboration and commitment.
The future remains bright, and I look forward to all we will accomplish together.
Fred Dixon
President and CEO
Brand USA