Brand USA’s New Strategy: AI, PR, and Trade at the Forefront
Brand USA is undergoing a transformation under the leadership of Fred Dixon, who took over as CEO. Dixon, formerly the CEO of NYC & Company, has brought a renewed focus on key areas that will resonate strongly with travel trade partners in New Zealand and beyond. According to Malcolm Smith, Senior Vice President of Global Markets and Chief Trade and Product Development Officer at Brand USA, who is visiting New Zealand for the first time for Brand USA Agent Expo 2025, Dixon has elevated three crucial aspects of Brand USA’s operations: global travel trade, corporate communications, and AI innovation. “The global travel trade division of Brand USA now has a seat at the table,” Smith said. “With Fred’s background, travel trade was always super important to him.” Another area seeing significant investment is global PR, with a dedicated corporate communications team now being reinforced by Chris Heywood, formerly of LA Tourism and NYC & Company. Dixon has also introduced a new Senior Vice President for AI innovation to ensure Brand USA remains on the cutting edge of technological advancements. “We want to make sure that Brand USA is at the forefront of AI, both for our partners and travel trade worldwide,” Smith added.
A Decade of Sports & Road Trips: Key Opportunities for Travel Trade
Looking ahead, Brand USA is gearing up for a milestone year in 2026, which will mark a banner year for US tourism. “What you’re going to see is a really integrated campaign from marketing, PR, around some signature events,” Smith revealed.
Among the highlights:
• The 100th anniversary of Route 66 – the legendary road trip route from Chicago to Los Angeles.
• The USA’s 250th anniversary – a national celebration that will tie into road trip promotions.
• FIFA World Cup 2026 – hosted across 11 US cities, plus three in Mexico and two in Canada.
While 2026 is shaping up to be a landmark year, Smith emphasized that it is just the beginning of what Brand USA is calling “a decade of sports.”
“The LA Olympics in 2028 will be an incredible showcase for Southern California, with events spanning from Santa Barbara to San Diego,” he noted. “LA is also focused on sustainability and also ensuring the investment spreads across the region.”
Affordability and Beyond the Gateways:
For Kiwi travellers, Smith pointed out the USA’s strong road trip culture and the importance of exploring beyond the major gateways.
“New Zealand travellers are so good at exploring, and that’s going to be a key focus for Brand USA’s promotion,” he said. “Many of our national treasures, our national parks—are either free or come at a minimal cost, which is important right now given the strength of the US dollar.” To assist travel agents in curating experiences for New Zealanders, Brand USA is focused on affordable itineraries that connect travellers from major gateways to off-the-beaten-path locations—especially national parks and rural destinations. With a new Chief Marketing Officer (CMO) coming onboard soon, more details on Brand USA’s integrated trade, PR, and marketing strategy are expected in the coming months.
