The Board of Brand USA, the national destination marketing organisation for the United States, has announced Caroline Beteta has been appointed interim president & CEO, effective 9 November. Beteta, who retired in September after nearly three decades as president & CEO of Visit California, brings extensive 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. “Caroline has led this organisation before, she knows our partners and our mission, and she built Visit California into one of the most respected destination marketing organisations in the world. Brand USA and the US 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 reauthorisation.”
Reauthorisation is the legislative process by which U Congress extends the legal operating authority and funding mechanisms of a federal programme or entity before its mandate expires. Brand USA is seeking a multi-year reauthorisation as its eight-year congressional extension is set to expire in September 2027.
In mid-2025, a congressional bill slashed Brand USA’s maximum federal matching funds by 80%, with ensuing staff cuts of 15% made. The international marketing reach was scaled back from 25 countries to just 10.
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. According to Visit California, the state’s tourism industry now directly supports 1.2 million jobs and generates more than $150bn in annual visitor spending.
“Brand USA has been close to my heart since its inception, and I am honoured to step in at such an important moment for the organisation and our industry,” said Beteta. “My focus will be singular: securing Brand USA’s reauthorisation and ensuring this critical organisation can continue its mission of welcoming the world to the United States. International inbound travel is vital to our nation’s economy, communities and global competitiveness, and I look forward to working alongside Brand USA’s Board, team and our industry partners to help get reauthorisation across the finish line.”
Beteta succeeds Fred Dixon, who will depart Brand USA on 13 November after two years as president & CEO. He returns to New York City as president & CEO of NYC Tourism + Conventions on 1 December.
“Caroline helped create Brand USA and has led it successfully before. She knows our stakeholders, our markets and the reauthorisation process well,” said Dixon. “Her experience will keep the organisation on track in its mission of driving international travel and positively impacting businesses and communities across the US I’m grateful to our board, our staff and our partners, and I look forward to working with Caroline to ensure a smooth transition.”
