2025 Summit Speakers and Bios

Fred Dixon is President and Chief Executive Officer of Brand USA, the nation's public-private partnership dedicated to increasing international visitation to the United States through marketing and promotional efforts. In this role, Fred is responsible for accelerating the organization’s efforts to build and execute effective marketing strategies to increase U.S. travel exports, create jobs, strengthen the economy, and help enhance the image of the United States with people all over the world.

Fred Dixon began his tenure as Brand USA’s President and CEO on July 15, 2024. He brings more than 30 years of experience in the travel and tourism industry. 

Immediately before joining Brand USA, he served as President and CEO of NYC Tourism + Conventions for 10 years, where he developed and implemented New York City’s tourism, meetings, and events strategy and programming to grow business and leisure travel from across the USA and from around the world.

Under his leadership of NYC Tourism + Conventions, international visitation more than doubled to more than 13 million travelers, the result of a long-term strategy to create a global network of outposts comprising sales, marketing, and press professionals in diverse feeder markets including Australia, China, Mexico, Brazil, and the UK.

Dixon is highly respected within the travel industry and serves on several association boards and committees. He is the Immediate Past Chair of Destinations International, serves on the New York Convention Center Operating Corporation Board, the board of IGLTA, the International LGBTQ+ Travel Association, the U.S. Travel Association Executive Committee, and is a trustee for the FIFA World Cup 2026 NYNJ Host Committee.

Julie Heizer currently serves at IITA’s Ambassador having recently retired from the U.S. Department of Commerce (DOC) in September 2023 as Deputy Director of the National Travel and Tourism Office (NTTO). In that role, she was responsible for industry outreach, partnerships and strategic alliances. Julie served as the department’s liaison to Brand USA and managed all federal components of the Travel Promotion Act, including oversight of Brand USA’s $100 million matching funds submissions and their government compliance with the Travel Promotion Act.

From 1997 until 2003, she was Director, and then Vice President, of Tourism for Destination DC. In this capacity, she was responsible for domestic and international tourism development and sales programs, and the organization’s consumer inquiry and fulfillment programs.

Prior to her work for Destination DC, Julie served as Assistant Director of Development for the Maryland Office of Tourism Development; Manager of Private Sector Marketing for the United States Travel and Tourism Administration, a former agency of the U.S. Department of Commerce and predecessor to NTTO; Executive Director of the Virginia Peninsula Tourism and Conference Bureau; and she was the first Executive Director of the Montgomery County, Maryland Convention and Visitors Bureau. Her career in the travel industry began 40+ years ago at the U.S. Travel Association, where she worked in the marketing, membership and national councils’ departments.

Dave Huether is the Deputy Director of Research at the National Travel and Tourism Office (NTTO), which is part of the International Trade Administration at the U.S. Department of Commerce, where he oversees the production of the Federal government’s official travel and tourism statistics. Before coming to NTTO in 2020, Dave worked for the U.S. Travel Association, the National Association of Manufacturers, and the Bureau of Economic Analysis. 

 Luisa Mendoza is a passionate, disruptive, and innovative thought leader with 20 years of experience in the tourism, sports, and entertainment industry, who has worked globally with the top brands/CEO’s & international organizations such as the NYC & Company, NBA Brooklyn Nets, US Major League Sports, Marriott International, Silverstein Properties, Greater Fort Lauderdale Convention Center, leading travel trade partners, destination management offices and ExO companies in China, Australia, Europe, Africa, Canada, USA and Latin America.  
 
Luisa's passion & extensive experience for the tourism sports & entertainment industry lead Luisa to launch GTSE - Global Tourism Sports & Entertainment in the midst of COVID-19. However, Luisa is a believer that "COVID-19 did not happen to her, it happened FOR her" leading Luisa to diversify her business portfolio by expanding her love and passion to help individuals and businesses grow exponentially and expanded GTSE into GTSE+, where her company now also offers digital marketing, public relations, and executive leadership transformation to clients beyond the sports & tourism industries.  
 
Mendoza’s humble beginnings are a constant reminder that no matter your background, race, or social/economic status, anything is possible if you have the courage, passion, and grit to follow your dreams. Mendoza’s goal is to leave a legacy where she can provide hope and inspiration to women, minorities, and children around the world. 

With a Master’s degree in Sustainable Destination Management from George Washington University (2010), Lena Ross has dedicated her career to enhancing tourism practices that honor cultural heritage and environmental sustainability. As the current Chairperson of the International Inbound Travel Association (IITA) and a past president of Grand Circle, Lena plays a pivotal role in advocating for sustainable tourism practices and is a leader within the Inbound Travel Community.  

She collaborated with the North Dakota Native Tourism Association (NDNTA) to help design and implement innovative Tribal tourism products across three Tribes, ensuring that these initiatives are both culturally respectful and economically beneficial and bookable on the consumer level for both domestic and international visitors. She is currently working with AIANTA (American Indian and Native Tourism Association) to continue to work with small Native businesses to make them bookable tourism products. 

With her current position as President and Chief Operating Officer of America 4 You (and past Director of Product Development),  Lena possesses a comprehensive understanding of the industry. Her role within America 4 You allows her to seek out smaller tourism products in rural or third-tier destinations and help find ways to put them “on the map” for an international audience by using her knowledge of the USA and itinerary planning skills to create itineraries that showcase their lesser known products while still being marketable to an overseas audience.  America 4 You works hard to alleviate some of the stress put on the major tourist attractions such as National Parks and large cities by still featuring them but adding more time in lesser-known areas that will eventually become highlights themselves on an international scale. 

AIANTA CEO Sherry L. Rupert (Paiute/Washoe) has nearly two decades of executive-level experience managing and promoting Native American tourism. As CEO of the only national association dedicated to indigenous tourism, she is the leading voice in advocating for travel and tourism as a significant economic driver in tribal nations. She also holds leadership positions on various national boards, including the Board of Directors for the U.S. Travel Association, the America250 Hospitality and Tourism Advisory Committee, and the Office of National Marine Sanctuary System (ONMS) Business Advisory Council under the National Oceanic and Atmospheric Administration, Department of Commerce.

Under her leadership, she has launched the Economic Impact of U.S. Indigenous Tourism Businesses, the first-ever study of its kind. She also curates a robust educational program for tribes and indigenous-owned hospitality enterprises around the country. Prior to assuming the role of CEO, she served as President of AIANTA’s Board of Directors since 2012. During that time, she was instrumental in working with Congress to pass the Native American Tourism and Improving Visitor Experience (NATIVE) Act.

Sherry previously served as the Executive Director of the State of Nevada Indian Commission, reporting directly to the Governor of Nevada to serve as a liaison to the state’s 28 tribes, bands, and colonies and served as the Chairperson on Nevada’s Indian Territory, Nevada Commission on Tourism.

Sherry holds a Bachelor of Science in Business Administration with a Finance Major from the University of Nevada, Reno, and has completed professional training courses and programs to support her work in advancing cultural tourism in the United States.

Lisa Simon currently serves as the Executive Director of the International Inbound Travel Association, the only trade association focused solely on international inbound travel to the United States. With her 30-years of experience in the travel industry specializing in association management, strategic planning, and tourism market development, she has spoken on global and domestic travel industry trends throughout the United States and around the world.

Simon is also the principal of The Simon Connection, LLC, specializing in association management, strategic planning, and tourism market development. She has spoken on global and domestic travel industry trends throughout the United States and around the world.

Previously, Lisa served as the president of NTA (National Tour Association). During Lisa’s tenure with NTA, she expanded NTA’s international presence, including working with the U.S. Department of Commerce and the China National Tourism Administration to open the U.S. as a preferred destination for Chinese travelers. NTA was the only association that volunteered to work with the two governments to register and approve U.S. tour operators to work with the China market.

Keith Snode is a high-energy COO with a passion for travel. His multifaceted background as a teacher, tour operator, supplier, loan officer, and sales and marketing executive gives him a unique business perspective. Keith has over 30 years of experience in sales, marketing, and leadership. He has successfully managed teams in the education, tourism, finance, and transportation industries in Michigan, Ohio, and New York City. Keith has always been a travel industry champion and respected operator and supplier.  His current role as CEO at the KA Group (which includes Kaleidoscope Adventures, Group Travel Odyssey, and Animado Events) presents an ideal platform for advancing his passion for more sustainable and community-based tourism. 

Julie Stufft assumed the role of Deputy Assistant Secretary for Visa Services in the Bureau of Consular Affairs in August 2021.  Prior to assuming her current position, she served as Managing Director for Visa Services.  A career member of the Senior Foreign Service with the rank of Minister-Counselor, Julie previously served as Deputy Chief of Mission in the U.S. Embassies in Moldova and in Djibouti.  Previously, she served in the National Security Council, Russia, Ethiopia, and Poland, and in the State Department Operations Center.  She is a 2021-22 International Women’s Forum Fellow and was a 2014-15 Fellow to Seminar XXI, MIT’s Center for International Studies.  She is the recipient of seven Superior Honor Awards and the American Foreign Service Association’s Award for Constructive Dissent by a Senior Officer. Julie is originally from Ohio and holds degrees from Case Western Reserve University and Duke University.  She speaks Russian, Romanian, French, and Polish.

Greg Takehara has been the CEO of Tourism Cares since 2019. He previously served on its Board, acting as its Chairman before becoming CEO. Prior to Tourism Cares, Greg was the President of Trip Mate, Inc., a travel insurance administrator, and prior to Trip Mate, he was the Senior Vice President of Aon Affinity Travel Practice. He began his 35-year career in the travel and tourism industry at The Mark Travel Corporation, where he served as General Counsel.

Greg is a founding member of the Future of Tourism Coalition, a coalition of six global non-governmental organizations that have come together to stand united in an appeal for change. He serves on the Board of the US Travel Association and has served on the Boards of NTA and the IGLTA Foundation, as well as numerous industry committees. He is from Chicago and has an undergraduate degree from the University of Wisconsin – Madison and a Juris Doctor degree from Washington University in St. Louis.

Roni Weiss is the Executive Director of Travel Unity, a nonprofit focused on making the world of travel welcoming to people of all backgrounds and identities.

Born in New York and raised in Washington State, Roni received his AAS with Honors at the age of 12. He graduated from high school at 15 and received double Bachelor’s in Drama and English at the age of 18.

At Travel Unity, Roni has led the curation of diversity, equity, and inclusion (DEI) Standards for Travel & Tourism and the management of multiple individual DEI certification programs. Through the Travel Unity Alliance, Roni helps connect organizations serious about applied DEI to one another and to resources to further their work to become more inclusive.

Roni has visited 70+ countries, including every country in Europe, and six of seven continents. He lives in Pleasantville, NY with his partner, Lauren, and their four children.