Brand USA names Caroline Beteta Interim President & CEO

Brand USA has appointed longtime tourism executive Caroline Beteta as Interim President & CEO, effective Nov. 9, as the organization works to secure its reauthorization.

Beteta, who retired in September after nearly three decades as president and CEO of Visit California, is no stranger to Brand USA. She previously served as chair of its Board of Directors and as acting CEO.

“On behalf of the board, we congratulate Caroline and welcome her back to Brand USA,” said Todd Davidson, chair of the Brand USA Board of Directors, in a press release. “Caroline has led this organization before, she knows our partners and our mission, and she built Visit California into one of the most respected destination marketing organizations in the world. Brand USA and the U.S. travel and tourism industry are fortunate that a seasoned professional with her extensive experience, insight and passion is stepping forward again, at this pivotal time, as we work to secure Brand USA’s reauthorization.”

Nearly three decades at Visit California

Beteta led Visit California as President & CEO from January 1998 until her retirement in September 2026.

She also served California as Deputy Secretary for Tourism and later as a strategic advisor to the Governor’s Office of Business and Economic Development.

During her tenure, Visit California established the country’s first statewide tourism assessment program, opened international offices and launched global marketing campaigns.

Beteta also led the organization through periods of significant disruption, including wildfires, recessions and the COVID-19 pandemic.

According to Visit California, the state’s tourism industry now directly supports 1.2 million jobs and generates more than $150 billion in annual visitor spending.

“Brand USA has been close to my heart since its inception, and I am honored to step in at such an important moment for the organization and our industry,” said Beteta. “My focus will be singular: securing Brand USA’s reauthorization and ensuring this critical organization can continue its mission of welcoming the world to the United States. International inbound travel is vital to our nation’s economy, communities and global competitiveness, and I look forward to working alongside Brand USA’s board, team and our industry partners to help get reauthorization across the finish line.”

Longstanding ties to Brand USA

Beteta’s involvement with Brand USA stretches back to its creation.

As national chair of the U.S. Travel Association, she helped unite the Travel Industry Association and the Travel Business Roundtable and helped lay the groundwork for Brand USA’s establishment.

She later served Brand USA as vice chair of operations, chair of its Board of Directors and Acting CEO.

Her national tourism experience also includes an appointment by the Secretary of Commerce to the U.S. Travel and Tourism Advisory Board and service on the executive committee of the World Travel & Tourism Council.

In 2016, Beteta was inducted into the U.S. Travel Association’s Hall of Leaders.

Fred Dixon returning to New York City

Beteta succeeds Fred Dixon, who will depart Brand USA on Nov. 13 after more than two years as president & CEO.

Dixon will return to New York City as president & CEO of NYC Tourism + Conventions beginning Dec. 1.

“Caroline helped create Brand USA and has led it successfully before. She knows our stakeholders, our markets and the reauthorization process well,” stated Dixon.

“Her experience will keep the organization on track in its mission of driving international travel and positively impacting businesses and communities across the U.S. I’m grateful to our board, our staff and our partners, and I look forward to working with Caroline to ensure a smooth transition.”