Caroline Beteta, Interim President & CEO, Brand USA. (Photo Credit: Brand USA)
WHY IT RATES: The tourism industry veteran will bring decades of invaluable leadership experience to her new role when she takes over next month.—Patrick Clarke, TravelPulse Senior Editor
Brand USA, the destination marketing organization for the United States, today announced that its Board of Directors has appointed Caroline Beteta Interim President & CEO, effective Nov. 9. Beteta, who retired in September after nearly three decades as President & CEO of Visit California, brings extensive tourism leadership experience and a longstanding connection to Brand USA, including previous service as Chair of its Board of Directors and 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. "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."
Beteta led Visit California as President & CEO from January 1998 until her retirement in September 2026, while also serving the state 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 nation's first statewide tourism assessment program, opened international offices, launched global marketing campaigns, and led the industry's recovery from wildfires, recessions and the COVID-19 pandemic, helping make California one of the most sought-after destinations in the world. 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."
Her ties to Brand USA go back to its founding. 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 creation. She went on to serve Brand USA as Vice Chair of Operations, then as Chair of its Board of Directors and as Acting CEO. Nationally, she was appointed by the Secretary of Commerce to the U.S. Travel and Tourism Advisory Board, and she has served on the executive committee of the World Travel & Tourism Council. In 2016, she was inducted into the U.S. Travel Association's Hall of Leaders.
Beteta succeeds Fred Dixon, who will depart Brand USA on Nov. 13 after more than two years as President & CEO. He returns to New York City as President & CEO of NYC Tourism + Conventions on Dec. 1.
"Caroline helped create Brand USA and has led it successfully before. She knows our stakeholders, our markets and the reauthorization process well,” said 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."
SOURCE: Brand USA press release.
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