Lancer Leader Ally
Tuesday, August 09, 2022
US Travel Association Newly named USTA President & CEO Geoff Freeman

The search is over! The US Travel Association (USTA) announced that Geoff Freeman has been named as its newest president and CEO, a search which began last year upon the upcoming retirement of longtime current President & CEO Roger Dow. According to the association, Freeman is a proven leader who has a track record of building talented teams and delivering game-changing results for varied industries. He re-joins USTA after nearly a decade of association leadership—first as president and CEO of the American Gaming Association and as the current president and CEO of the Consumer Brands Association. His tenure will begin September 1.

According to a press release from the association, Freeman has built an approach to association leadership that is centered around industry unity and transformational change over the past 20 years. In his previous leadership role at USTA, Freeman’s strategic work led to the industry’s signature bipartisan legislative victory establishing the Travel Promotion Act of 2009 and creating Brand USA. Other accomplishments included leading the industry effort behind the creation of TSA PreCheck and establishing the Meetings Mean Business Coalition.

“We are proud to welcome Geoff Freeman back to lead the US Travel Association,” said USTA National Chair and President of Carnival Cruise Line Christine Duffy. “Geoff is highly regarded in Washington and well known across our industry for his strategic work to conceive campaigns and programs that opened new pathways for growth in the travel economy. Now, returning to lead the association, Geoff will continue bringing a fresh and strategic approach to advancing the mission of US Travel in its next era.”

Freeman said: “I am eager to get to work on behalf of this incredible industry, which has long held a special place for me. There are few industries more essential to the nation’s economy, more connected to consumers and more critical to bringing Americans together than the travel industry. I believe US Travel’s talented team can continue to raise the bar, and I’m excited to roll up my sleeves and get started. I’m proud and honored to succeed Roger Dow, who has been a profound leader and important mentor to me. I give Roger my sincere thanks for all he has done, for me and for the travel industry.”

The nationwide search to identify the association’s next president and CEO was guided by a nine-member Search Committee representative of core segments of the travel industry, led by Duffy and supported by Heidrick & Struggles.

Visit ustravel.org for more information.

[06.24.22]