No stranger to Australian and New Zealand shores and travel trade, Destination DC CEO Elliott Ferguson steps into the hot seat as Brand USA Chair for 2025 with new board members also announced to represent US tourism sectors globally.
Ferguson, who has travelled Down Under on several trade and media missions over the years, was reappointed for a second three-year term and will serve a one-year term as Brand USA Chair.
“My priorities align with Brand USA’s mission to welcome the world to the US and generate incremental economic development,” Ferguson said.
“We want the global community to know that the US is welcoming, and we’re prioritising all things tied to making travel safe and easy for visitors to come here.
“I will work with the amazing team at Brand USA to focus on growth opportunities tied to international meetings, recovery of the Asia market and areas of the world that haven’t been as emphasised. The diversity of our marketing is important from a competitive standpoint as we aim to reflect the US as a welcoming destination with broad appeal,” he said.
The U.S. Secretary of Commerce appoints the 11-member board in consultation with the U.S. Secretaries of State and Homeland Security. Each director represents a travel and tourism industry sector and can serve a maximum of two consecutive three-year terms.
Ferguson was first appointed to the board in 2022 and most recently served as Treasurer.
He will lead in 2025 alongside Vice Chair Lauren Bailey (Upward Projects CEO & Co-Founder), Treasurer Kristen Esposito (Esposito Global Partners Principal) and Secretary Allen Orr (Orr Immigration Law Firm Founder).
Brand USA also announced the appointment of two new directors: Hilton President, Americas Danny Hughes (representing Hotel Accommodations); and Princess Cruises President Gus Antorcha (representing Land or Sea Transportation). Todd Davidson (Travel Oregon CEO) was also reappointed.
Newly installed Brand USA President & CEO Fred Dixon commented: “As we shift from international visitation recovery to growth and new records, we are privileged to work alongside this talented board, including the new slate of officers and directors led by Board Chair Elliott Ferguson, to help advance the vital work of promoting the US to global travel audiences while positively impacting our nation’s economy and bolstering jobs.”
Find out more at thebrandusa.com
