Brand USA, the official destination marketing organization for the United States, has announced the appointment of Leah Chandler, CDME, as its new Chief Marketing Officer, effective March 17. With over two decades of expertise in branding, advertising, and destination marketing within the travel and tourism sector, Chandler will lead Brand USA’s global marketing strategy. Her role will focus on inspiring international travelers to visit the U.S. through innovative campaigns and elevating the country’s reputation as a top-tier global destination.
Fred Dixon, President and CEO of Brand USA, expressed enthusiasm about Chandler’s appointment, stating, “Leah’s extensive experience in destination marketing and leadership will significantly enhance our long-term strategies, expand global brand awareness, and solidify the USA’s position as the world’s leading aspirational travel destination.” Chandler joins Brand USA at a pivotal time as the U.S. international inbound travel industry transitions from recovery to growth, aiming for new records.
Chandler’s impressive track record includes her tenure as Chief Marketing Officer of Discover Puerto Rico, where she spearheaded the “Live Boricua” campaign, driving record-breaking tourism growth and positioning Puerto Rico as a premier global destination. Prior to that, she led marketing efforts for Explore Branson, achieving five consecutive years of tourism growth.
At Brand USA, Chandler will oversee brand management, advertising, content creation, digital marketing, and research initiatives. Her appointment completes the organization’s leadership team, strengthening its ability to capitalize on upcoming global events and drive inbound visitation, visitor spending, and economic impact. Chandler remarked, “I am honored to join Brand USA during this transformative period and look forward to inspiring travelers worldwide while delivering meaningful economic benefits.”
Chandler’s career accolades include being named one of Skift’s “Top Women Shaping Travel’s Future” in 2024 and receiving the “Nonprofit Marketer of the Year” award from the American Marketing Association. Her Certified Destination Management Executive (CDME) credential further underscores her expertise in the tourism industry. With Chandler at the helm of marketing, Brand USA is poised to unlock new opportunities and reinforce the U.S. as a must-visit destination for global travelers.
