Brand USA has appointed Caroline Beteta as Interim President and CEO starting November 9, entrusting her with the crucial task of leading the organization towards reauthorization and strengthening the promotion of tourism in the United States.
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Brand USA has officially announced the appointment of Caroline Beteta as Interim President and CEO, effective November 9, 2026. Beteta, who recently concluded nearly thirty years leading Visit California, brings extensive experience in the tourism sector and an in-depth knowledge of Brand USA, having previously served as Interim CEO and Chair of the Board of Directors.
During her long career, Beteta led Visit California through significant challenges, including wildfires, economic recessions, and the COVID-19 pandemic, helping to consolidate California as one of the most sought-after tourist destinations worldwide. Under her leadership, the California tourism industry achieved a significant economic impact, with over 1.2 million jobs directly supported and an annual visitor spending exceeding $150 billion.
The Chair of Brand USA’s Board, Todd Davidson, expressed satisfaction with the appointment, emphasizing the importance of Beteta’s experience and her key role in the organization’s reauthorization process. Beteta herself declared her commitment to ensuring the continuity of Brand USA’s mission, focusing on welcoming international travelers and their contribution to the U.S. economy.
Caroline Beteta also has a historic connection with Brand USA, having contributed to its creation as the national chair of the U.S. Travel Association and holding prominent roles within the organization and nationally in the tourism sector. She succeeds Fred Dixon, who will leave the position on November 13 to take on leadership of NYC Tourism + Conventions.
The strategic role of Brand USA in international tourism
Brand USA is the official destination marketing organization for the United States, dedicated to promoting international travel to support the national economy and local communities. Since 2012, in partnership with industry stakeholders, it has helped attract over 10 million international visitors, generating significant economic impacts and jobs with no cost to taxpayers.
Beteta’s appointment comes at a crucial time for Brand USA, which is working on renewing its legislative authorization, essential for continuing to promote the United States as a global tourist destination.
Pubblicato in Destinations, TravelNews
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