U.S. Travel Association has announced that Geoff Freeman will be taking the role of president and CEO.

After almost 10 years away, a period in which he held leadership positions as president and CEO of American Gaming Association, and president and CEO of Consumer Brands Association (his current position), Freeman will be joining Sept. 1. He is also currently a board member of the compensation committee for American Gaming Systems.

In his previous position as chief operating officer for U.S. Travel, Freeman headed the work that led to the establishment of the Travel Promotion Act of 2009, which created Brand USA, U.S. Travel’s tourism promotion arm. He has also been instrumental in the creation of TSA PreCheck and the Meetings Mean Business Coalition.

“We are proud to welcome Geoff Freeman back to lead the U.S. Travel Association,” said Christine Duffy, national chair of U.S. Travel Association and president of Carnival Cruise Line. “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 U.S. Travel in its next era.”

Freeman will succeed Roger Dow, who is stepping down as president and CEO of U.S. Travel, a position he held for 17 years.

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“I am eager to get to work on behalf of this incredible industry, which has long held a special place for me,” Freeman said. “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 U.S. Travel’s talented team can continue to raise the bar, and I’m excited to roll up my sleeves and get started.”