Brand USA announced the appointment of Caroline Beteta as Interim President & CEO, effective Nov. 9. Beteta, who retired in September after nearly three decades as President & CEO of Visit California, brings 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, in a press statement. “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,” Davidson continued.
A Familiar Face in U.S. Tourism
“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, in a media statement. “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.”
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.
Beteta’s Brand USA connection dates to the organization’s founding. As national chair of the U.S. Travel Association, she helped unite the Travel Industry Association and Travel Business Roundtable and contributed to the groundwork for Brand USA’s creation. She later served as Vice Chair of Operations, Chair of the Board and Acting CEO.
She also served on the U.S. Travel and Tourism Advisory Board and the executive committee of the World Travel & Tourism Council. In 2016, she was inducted into the U.S. Travel Association’s Hall of Leaders.
Leadership Transition
Beteta succeeds Fred Dixon, who departs Brand USA on Nov. 13 after more than two years as President & CEO. He will return to New York City as President & CEO of NYC Tourism + Conventions on Dec. 1.
For more information, visit thebrandusa.com.
