Brand USA names Caroline Beteta interim CEO

Brand USA has named former Visit California chief Caroline Beteta interim president and CEO, effective November 9, with securing the organization’s reauthorization as her top priority.

Beteta succeeds Fred Dixon, who will depart on November 13 after more than two years leading the U.S. destination marketing organization. 

Dixon returns to NYC Tourism + Conventions as president and CEO on December 1.

The appointment marks a return for Beteta, who previously served as Brand USA’s board chair and acting CEO and helped lay the groundwork for its creation.

“Caroline has led this organization before, she knows our partners and our mission,” said Brand USA Board Chair Todd Davidson, highlighting her experience as the organization pursues reauthorization.

Beteta retired from Visit California in September 2026 after leading the organization since January 1998. 

During her tenure, she oversaw international expansion, global marketing campaigns and recovery efforts following wildfires, recessions and the COVID-19 pandemic.

“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 said.

Her industry credentials include service on the U.S. Travel and Tourism Advisory Board and the World Travel & Tourism Council’s executive committee. 

She was inducted into the U.S. Travel Association’s Hall of Leaders in 2016.

Dixon said Beteta’s knowledge of Brand USA’s stakeholders, markets and reauthorization process would help maintain continuity, adding that he would work with her to ensure a smooth transition.

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