How do you market a destination that has been on travellers' bucket lists forever and what kinds of new approaches are needed? Dixon, who has been at the helm of NYC & Company since March 2014, thinks it is vital for tourism marketers to understand their audiences regardless of ever-evolving marketing platforms. In that regard, Dixon believes some marketers and organisations are too risk-averse; a formula for stagnation. Click here to read Skift's interview with Dixon about trends in marketing household-name destinations. Dixon touches on the rise of experiential travel, presenting the familiar as exotic and changing the conversation to influence new audiences.