Brand USA has appointed Caroline Beteta as its interim President and CEO, effective Nov. 9. The organization’s board of directors made the announcement, confirming that Beteta will take over the role after Fred Dixon departs on Nov. 13. Dixon, who served more than two years as President & CEO, will return to New York City on Dec. 1 to lead NYC Tourism + Conventions.
Leadership Background
Beteta brings decades of experience to the position. She retired in September 2026 after nearly 30 years as President and CEO of Visit California. She also served 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 launched global marketing campaigns and opened international offices. The organization also established the nation’s first statewide tourism assessment program. 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.
Her connection to Brand USA runs deep. She helped unite the Travel Industry Association and the Travel Business Roundtable as national chair of the U.S. Travel Association. This work laid the groundwork for Brand USA’s creation. Nationally, she was appointed to the U.S. In 2016, she was inducted into the U.S. Travel Association’s Hall of Leaders.
Board and Industry Support
He noted that she has led the organization before and knows its partners and mission. Davidson added that she built Visit California into one of the most respected destination marketing organizations in the world. Dixon also praised Beteta’s role in creating Brand USA. He said she knows the stakeholders, markets, and reauthorization process well. Her experience, he added, will keep the organization on track in its mission of driving international travel.
Beteta expressed honor in returning to the organization. She said Brand USA has been close to her heart since its inception. Her focus will be singular, she stated, on securing Brand USA’s reauthorization and ensuring the critical organization can continue its mission of welcoming the world to the United States. International inbound travel is vital to the nation’s economy, communities, and global competitiveness, she added. Beteta looks forward to working alongside the board, team, and industry partners to complete the reauthorization process.