Caroline Beteta will take over as interim president and CEO of Brand USA on November 9, 2026, succeeding Fred Dixon, according to an announcement by the destination marketing organization’s board of directors reported by askanews.it. Beteta steps into the role following her retirement in September 2026 after nearly three decades leading Visit California, bringing decades of tourism leadership experience back to the national organization she helped establish.
Beteta previously led the Brand USA board
Beteta previously served as chair of the Brand USA board of directors and as acting CEO during earlier phases of the organization’s history.
Beteta seeks federal reauthorization for Brand USA
Beteta’s immediate operational mandate centers on securing the federal reauthorization of Brand USA. International inbound travel remains vital to the United States economy, local communities, and global competitiveness. During her tenure at Visit California from January 1998 until September 2026, Beteta established the nation’s first statewide tourism assessment program and directed recovery efforts following natural disasters, economic recessions, and the COVID-19 pandemic. Visit California data indicates that the state’s tourism sector currently supports 1.2 million jobs and generates over $150 billion in annual visitor spending.
Beteta helped lay groundwork for Brand USA
Beteta’s involvement with national destination marketing dates back to the founding of Brand USA. While serving as national chair of the U.S. Travel Association, she helped unite the Travel Industry Association and the Travel Business Roundtable to lay the groundwork for Brand USA’s creation. Her national credentials also include appointments by the U.S. Secretary of Commerce to the U.S.
Transition Timeline and Schedule
- September 2026: Caroline Beteta retires from Visit California after leading the organization since January 1998.
- November 9, 2026: Beteta assumes her role as interim president and CEO of Brand USA.
- December 1, 2026: Dixon begins his new role as president and CEO of NYC Tourism + Conventions.
Questions about Caroline Beteta's career and role
What specific organization did Caroline Beteta lead prior to joining Brand USA?
Beteta served as the president and CEO of Visit California from January 1998 until her retirement in September 2026, where she also held the state role of deputy secretary for tourism.
Who did Caroline Beteta succeed at Brand USA?
Beteta succeeds Fred Dixon, who served as Brand USA’s president and CEO for over two years before departing to lead NYC Tourism + Conventions.
What is Caroline Beteta’s primary stated objective upon returning to Brand USA?
Beteta stated that she looks forward to working alongside Brand USA’s board, team and industry partners to help get reauthorization across the finish line.
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