kabarsula Brand USA appoints Caroline Beteta as interim president & CEO bandar SLOT INDONESIA

Brand USA has appointed Caroline Beteta interim president and CEO, succeeding outgoing boss Fred Dixon. 

Beteta retired in September 2026 following nearly three decades as president and CEO of Visit California and 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,” Brand USA board of directors chair Todd Davidson said.

“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 U.S. 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.”

Beteta led Visit California as president and CEO since 1998, while also serving as deputy secretary for tourism and later as strategic advisor to the Governor’s Office of Business and Economic Development.

During her tenure, Visit California established the nation’s first statewide tourism assessment program, opened international offices, launched global marketing campaigns, and led the industry’s recovery from wildfires, recessions and the COVID-19 pandemic.

According to Visit California, the state’s tourism industry now directly supports 1.2 million jobs and generates more than AU $215 billion in annual visitor spending.

Brand USA

Beteta’s ties to Brand USA go back to its inception. As national chair of the U.S. Travel Association, she helped lay the groundwork for the brand’s creation.

She was appointed to the secretary of commerce to the U.S. Travel and Tourism Advisory Board, and has served on the executive committee of the World Travel & Tourism Council. In 2016, she was inducted into the U.S. Travel Association’s Hall of Leaders.

“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.”

Brand USA’s current eight-year congressional authorisation expires at the end of September 2027.  The destination marketer is seeking reauthorisation and the restoration of its previous budget which was slashed in 2025.

Beteta’s appointment comes into effect on 9 November 2026, succeeding president and CEO Fred Dixon who departs on 13 November.

“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 U.S. I’m grateful to our board, our staff and our partners, and I look forward to working with Caroline to ensure a smooth transition.”