SINGAPORE, 12 October 2026: Brand USA, the destination marketing organisation for US tourism, has announced the appointment of Caroline Beteta as Interim President & CEO, effective 9 November.
Brand USA’s Board of Directors appointed Beteta, who retired in September after nearly three decades as President & CEO of Visit California, and who 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 Brand USA Board of Directors Chair Todd Davidson. “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.”
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.
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, helping make California one of the world’s most sought-after destinations. According to Visit California, the state’s tourism industry now directly supports 1.2 million jobs and generates more than USD150 billion in annual visitor spending.
Her ties to Brand USA go back to its founding. As national chair of the US Travel Association, she helped unite the Travel Industry Association and the Travel Business Roundtable and helped lay the groundwork for Brand USA’s creation. She later served Brand USA as Vice Chair of Operations, then as Chair of its Board of Directors, and as Acting CEO.
Beteta succeeds Fred Dixon, who will depart Brand USA on 13 November after more than two years as President & CEO. He returns to New York City as President & CEO of NYC Tourism + Conventions on 1 December.
(Source: Brand USA)
