Fred Dixon CE0 of Brand USA told delegates at IPW 2025 that Brand USA’s marketing has generated over 10m incremental visitors in the last 12 years, with a total economic impact of $76bn for the U.S. economy.
He said an unprecedented level of dialogue was taking place with all levels of government including the White House. The US Commerce Department intervened to remove five board members of Brand USA in April, an unprecedented level of interference: Lauren Bailey, Kristen Esposito, Tim Mapes, Allen Orr and the organisation’s chair, chair, Destination DC CEO Elliott Ferguson.
Mr Dixon did not refer to the controversy and there was no allowance for questions after he delivered his address, as had been the practice at the Brand USA press conference at previous IPWs.
Instead he concentrated on developments in US travel wuch as the upcoming FIFA Club World Cup and 2026 FIFA World Cup will host matches in 11 U.S. cities, creating an opportunity for tourism and economic growth.
He namechecked the Aer Lingus Dublin to Nashville route in a list of new international flights have increased by 1.6m seats to U.S. gateways, enhancing accessibility for global travelers.
Key anniversaries, including America 250 and the 100th anniversary of Route 66, will be commemorated with events and experiences across the nation.
The 40th anniversary of Dollywood and the 100th anniversary of Mount Rushmore provide additional attractions for travelers to explore America.A new “America the Beautiful’ marketing campaign was rolled out at the event.
Mr Dixon shared: “we are engaged an unprecedented level of dialogue with every level of the government, including the White House. All of this gives us confidence that we will deliver well into the future.
