Brand USA has appointed Caroline Beteta as Interim President & CEO.
Ms Beteta 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 organisation 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.
“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 reauthorisation.”
Ms 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 honoured to step in at such an important moment for the organisation and our industry,” said Ms Beteta.
“My focus will be singular: securing Brand USA’s reauthorisation and ensuring this critical organisation 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 reauthorisation across the finish line.”
Ms 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. Ms Beteta takes up her post on Nov. 9.
