Caroline Beteta Will Lead Brand USA Effective November 9

The veteran executive will take over as interim CEO to guide the national tourism agency through its federal reauthorization.

Updated on Oct. 5, 2026 in People

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Caroline Beteta will step into the role of interim President and CEO of Brand USA on November 9, 2026. She takes the reins as the organization prioritizes securing federal reauthorization.

Why it matters

The leadership transition comes as Brand USA works to maintain federal support, making experienced leadership essential to ensure continuity for travel-dependent businesses. Beteta's mandate includes coordinating with stakeholders to navigate the upcoming reauthorization process.

Caroline Beteta managed an organization supporting 1.2 million jobs and $150 billion in annual visitor spending before her transition. Her tenure at Visit California spanned over 28 years, ending in September 2026.

The players

Caroline Beteta

An industry veteran and 2016 Hall of Leaders inductee who led Visit California for 28 years.

Fred Dixon

The outgoing Brand USA CEO who is moving to lead NYC Tourism + Conventions.

Brand USA

The destination marketing organization for the United States tasked with increasing international visitation.

Visit California

The statewide nonprofit corporation responsible for marketing California as a premier travel destination.

NYC Tourism + Conventions

The official destination marketing organization and convention bureau for the city of New York.

The details

Beteta, the former Chair of the Brand USA Board of Directors, brings direct experience to the interim CEO position having previously served as the agency's acting leader. Her primary operational focus involves working with the board and industry partners to secure federal reauthorization. Outgoing CEO Fred Dixon, who led the organization for more than two years, will officially depart on November 13, 2026, before transitioning to a new role at NYC Tourism + Conventions.

November 9, 2026: Caroline Beteta begins her role as Interim CEO.
November 13, 2026: Fred Dixon departs from his leadership position at Brand USA.
December 1, 2026: Fred Dixon commences his new role at NYC Tourism + Conventions.

Market Landscape

This transition aligns with the critical federal reauthorization process required for Brand USA's continued operation. The appointment follows a trend of selecting highly experienced regional tourism leaders to manage national advocacy efforts during legislative windows.

Operators in the travel and hospitality sectors should track upcoming reauthorization hearings, as these directly dictate the scope of federal marketing support. Monitor the agency's partnership initiatives, as incoming leadership often updates stakeholder engagement priorities.

The takeaway

The appointment of a seasoned interim CEO signals a commitment to policy stability as the agency pursues its federal reauthorization. Businesses should monitor upcoming announcements from Brand USA for shifts in marketing strategy or partnership criteria that may emerge under the new leadership.