Caroline Beteta Returns to Brand USA Leadership as Interim CEO From November 9, 2026

Brand USA has appointed Caroline Beteta as interim President and CEO, with the leadership transition taking effect on 9 November 2026. Beteta will succeed Fred Dixon, who is departing Brand USA to become President and CEO of NYC Tourism + Conventions, with congressional reauthorisation emerging as a central priority during her interim tenure.

Beteta returns to a leadership role at Brand USA after decades at the forefront of US destination marketing. She recently retired from Visit California in September 2026 after nearly three decades as its President and CEO and previously helped lay the groundwork for Brand USA’s creation.

When will Caroline Beteta take over as Brand USA CEO?

Beteta will assume the position of interim President and CEO of Brand USA on 9 November 2026.

Her appointment comes during an important period for the US tourism marketing organisation as it prepares for the next stage of its federal authorisation. The organisation’s current authorisation is scheduled to expire on 30 September 2027, making congressional reauthorisation a major issue for its leadership.

The timing means Beteta will take over with a clearly defined strategic priority. Her interim role will focus on maintaining leadership continuity while helping advance the organisation’s efforts to secure the continuation of Brand USA beyond the existing authorisation period.

Who is Caroline Beteta replacing at Brand USA?

Beteta will succeed Fred Dixon, who is preparing to leave Brand USA on 13 November 2026.

Dixon is set to become President and CEO of NYC Tourism + Conventions, moving from the national tourism marketing organisation to a leadership position focused on New York City.

The transition creates a brief overlap between Beteta’s arrival and Dixon’s departure, with Beteta formally assuming the interim role on 9 November and Dixon departing four days later.

The change represents a significant leadership transition for Brand USA as the organisation continues its work to promote the United States as an international travel destination.

Why is congressional reauthorisation important for Brand USA?

One of Beteta’s principal priorities during her interim tenure will be supporting efforts to secure congressional reauthorisation for Brand USA.

The organisation’s authorisation is due to expire on 30 September 2027. Securing a new authorisation would provide the framework for Brand USA to continue its national tourism marketing activities beyond that date.

For a tourism organisation operating at national level, maintaining a stable legislative framework is important to long-term planning. Beteta’s experience in destination marketing and her previous involvement with Brand USA give her relevant experience as the organisation navigates this process.

What experience does Caroline Beteta bring to Brand USA?

Beteta brings almost three decades of leadership experience from Visit California, where she served as President and CEO before retiring in September 2026.

Her long tenure at California’s tourism marketing organisation gave her extensive experience in destination promotion, international tourism, industry partnerships and strategic marketing.

Over the course of her career, Beteta became one of the most prominent destination marketing executives in the United States. Her experience managing tourism promotion at state level provides a strong foundation for her return to a national tourism leadership position.

Her appointment also comes shortly after her retirement, bringing her extensive destination-marketing expertise back into the industry at a significant moment for Brand USA.

What is Beteta’s previous connection with Brand USA?

Beteta is not new to Brand USA. She helped lay the groundwork for the organisation’s founding in 2011 and previously served as its Board Chair and Acting CEO.

This earlier involvement gives her an established understanding of the organisation, its structure and its national tourism marketing mission.

Her previous leadership experience means that she enters the interim position with institutional knowledge rather than having to build an understanding of Brand USA from the beginning.

That familiarity could be particularly important during a transition period when continuity, stakeholder relationships and legislative priorities require close attention.

How could Beteta’s Visit California experience benefit Brand USA?

Beteta’s leadership of Visit California provides extensive experience in managing a major destination marketing organisation and promoting travel to an international audience.

California is one of the United States’ most recognisable tourism destinations, requiring sophisticated marketing strategies across domestic and international markets. Leading its tourism organisation for nearly three decades gave Beteta experience in working with tourism businesses, destination partners and government stakeholders.

At Brand USA, that experience can be applied at national level as the organisation works to maintain the United States’ international tourism profile and support the wider travel economy.

Her background also provides familiarity with the challenges involved in coordinating tourism promotion across multiple stakeholders and markets.

What does the leadership change mean for Brand USA?

The appointment provides Brand USA with an experienced tourism executive during a period of leadership transition.

Beteta’s previous involvement with Brand USA and her long tenure at Visit California create a combination of institutional knowledge and destination-marketing expertise.

Her interim appointment also provides continuity while the organisation manages its next leadership phase. Maintaining focus on Brand USA’s core tourism marketing responsibilities will remain important as the organisation approaches the 2027 authorisation deadline.

The transition comes as US tourism continues to depend on effective international destination promotion and collaboration between the public and private sectors.

What is Brand USA’s role in US tourism?

Brand USA is the United States’ national tourism marketing organisation, working to promote the country as a travel destination to international visitors.

Its work connects the US tourism industry with international markets and supports awareness of destinations, attractions and travel experiences across the country.

The organisation’s national remit distinguishes it from state and city tourism agencies such as Visit California and NYC Tourism + Conventions. Beteta’s career has included leadership at both state-level tourism promotion and Brand USA, giving her experience across different layers of destination marketing.

Why does the 2027 deadline matter for US tourism?

The 30 September 2027 authorisation expiration creates a defined timeframe for Brand USA’s reauthorisation efforts.

Beteta’s interim leadership will therefore coincide with a period when legislative engagement is expected to remain high on the organisation’s agenda. A successful reauthorisation would allow Brand USA to continue operating under a renewed federal framework.

For the US travel industry, the issue has wider significance because national destination marketing supports international visitor awareness and helps connect overseas travellers with destinations across the country.

The coming months are consequently likely to be important for Brand USA’s leadership, stakeholder engagement and legislative priorities.

What could Caroline Beteta focus on during her interim tenure?

Beteta’s immediate focus is expected to centre on leadership continuity and congressional reauthorisation. Her established knowledge of Brand USA and extensive destination-marketing experience provide a foundation for addressing these priorities.

Her role will also involve maintaining relationships with tourism stakeholders and ensuring that Brand USA continues to pursue its core mission while the organisation moves through the leadership transition.

Because her appointment is specifically as interim President and CEO, the focus is expected to be on stability and strategic continuity rather than a wholesale change in the organisation’s direction.