Caroline Beteta becomes Interim President & CEO of Brand USA.
Caroline Beteta has been appointed Interim President & CEO by the Board of Directors of Brand USA, the US destination marketing organization, with effect from November 9, 2026. After serving as President and CEO of Visit California for almost thirty years, Beteta retired in September. She has a wealth of leadership experience in the tourist industry and a lengthy history with Brand USA, having previously served as Acting CEO and Chair of the Board of Directors.
Todd Davidson, Chair of the Brand USA Board of Directors stated, “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 organisations in the world. As we strive to obtain Brand USA’s reauthorisation, the U.S. travel and tourist sector and Brand USA are lucky that an experienced professional with her wealth of knowledge, wisdom, and enthusiasm is coming forward once more.”
In addition to serving the state as the Deputy Secretary for Tourism and then as a strategic counsellor to the Governor’s Office of Business and Economic Development, Beteta oversaw Visit California as President & CEO from January 1998 until her retirement in September 2026. During her tenure, Visit California created the first statewide tourism assessment program in the country, opened offices abroad, started international marketing campaigns, and spearheaded the industry’s recovery from COVID-19, recessions, and wildfires, making California one of the most popular travel destinations worldwide. The state’s tourism sector currently directly supports 1.2 million employment and brings in over USD 150 billion in yearly visitor expenditure, according to Visit California.
“Securing Brand USA’s reauthorisation and ensuring this crucial organization can continue its mission of welcoming the world to the United States will be my singular focus. I’m excited to collaborate with Brand USA’s board, team, and industry partners to help complete reauthorisation because international inbound travel is essential to our country’s economy, communities, and global competitiveness,” Beteta stated.
Her connection to Brand USA dates back to its inception. As the national chair of the U.S. Travel Association, she contributed to the formation of Brand USA by bringing together the Travel Industry Association and the Travel Business Roundtable. She then held the positions of Vise Chair of Operations, Chair of the Board of Directors, and Acting CEO for Brand USA. She has served on the World Travel & Tourism Council’s executive committee and was appointed by the Secretary of Commerce to the U.S. Travel and Tourism Advisory Board. She was admitted into the Hall of Leaders of the U.S. Travel Association in 2016.
Fred Dixon, who will leave Brand USA on November 13 after serving as President and CEO for more than two years, will be replaced by Beteta. On December 1, 2026, he will return to New York City as President & CEO of NYC Tourism + Conventions.
“Caroline has successfully led Brand USA in the past and contributed to its creation. She is well-versed with our markets, stakeholders, and the reauthorisation procedure, according to Dixon. “I’m thankful to our board, staff, and partners, and I look forward to working with Caroline to ensure a smooth transition. 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.”
