Brand USA announced on November 9, 2026 that its Board of Directors appointed Caroline Beteta as Interim President and CEO, succeeding Fred Dixon who will leave the role on November 13, 2026.
New Interim Leader Named
Beteta retired in September after nearly three decades leading Visit California, where she oversaw a period of sustained growth and innovation. Her appointment brings a veteran with deep tourism expertise and a long-standing relationship with the agency, having previously served as Chair of the Board and Acting CEO.
Beteta’s Track Record
During her tenure at Visit California from January 1998 to September 2026, she launched the nation’s first statewide tourism assessment, opened multiple international offices, and directed global marketing campaigns that attracted visitors from more than 100 countries.
She also guided the organization through recovery from wildfires, economic downturns and the COVID-19 pandemic, helping position California as a top destination for both leisure and business travel.
According to Visit California, the state’s tourism sector now supports 1.2 million jobs and generates over USD 150 billion in annual visitor spending, figures that illustrate the sector’s importance to the regional economy.
Todd Davidson, Chair of the Brand USA Board, 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.”
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Beteta emphasized her immediate priority: “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.” She added that inbound travel is essential to the nation’s economy and competitiveness.
Her connection to Brand USA dates to the organization’s founding, when she served as national chair of the U.S. Travel Association and helped merge key industry groups, laying the groundwork for Brand USA’s creation. Subsequent roles included Vice Chair of Operations, Chair of the Board, and Acting CEO, giving her a full view of the agency’s evolution.
Dixon praised Beteta, stating, “Caroline helped create Brand USA and has led it successfully before. She knows our stakeholders, our markets and the reauthorization process well.” He expressed confidence that her experience will keep the agency on track.
Beteta will assume the interim role effective November 9, 2026, with Dixon remaining until his departure on November 13, 2026 before moving to lead NYC Tourism + Conventions on December 1, 2026.
State and National Public Service Roles
The Secretary of Commerce appointed her to the U.S. Travel and Tourism Advisory Board, where she contributed to national policy discussions. She also served on the executive committee of the World Travel & Tourism Council, representing industry interests worldwide. In 2016, Beteta was inducted into the U.S. Travel Association’s Hall of Leaders, recognizing her contributions to tourism.