Brand USA has named Caroline Beteta as interim President and Chief Executive Officer. She will assume the role on November 9, 2026.
She brings to this mission more than thirty years of experience in tourism and a deep knowledge of the organization, having notably served as chair of the board and CEO on an interim basis.
She led Visit California from January 1998 to September 2026. Under her leadership, the agency notably expanded the funding for tourism promotion, opened offices internationally, and conducted marketing campaigns on a global scale.
She brings to this mission more than thirty years of experience in tourism and a deep knowledge of the organization, having notably served as chair of the board and CEO on an interim basis.
She led Visit California from January 1998 to September 2026. Under her leadership, the agency notably expanded the funding for tourism promotion, opened offices internationally, and conducted marketing campaigns on a global scale.
Une priorité : la reconduction du mandat de Brand USA
Caroline Beteta connaît Brand USA depuis sa création. Elle avait participé à la mise en place des fondations de l’organisation lorsqu’elle était présidente nationale de l’U.S. Travel Association, avant d’y occuper plusieurs fonctions, dont vice-présidente chargée des opérations, présidente du conseil d’administration et PDG par intérim.
“My priority will be clear: securing Brand USA’s mandate renewal and ensuring that this essential organization can continue its mission of welcoming visitors from around the world to the United States,” she says in a statement.
She will succeed Fred Dixon, who will leave Brand USA on November 13 after more than two years at the helm. He will then join NYC Tourism + Conventions as president and CEO starting December 1.
“My priority will be clear: securing Brand USA’s mandate renewal and ensuring that this essential organization can continue its mission of welcoming visitors from around the world to the United States,” she says in a statement.
She will succeed Fred Dixon, who will leave Brand USA on November 13 after more than two years at the helm. He will then join NYC Tourism + Conventions as president and CEO starting December 1.
