Caroline Beteta Will Lead Brand USA As Interim CEO
The former Visit California chief will step into the role starting November 9, 2026.
Updated on Oct. 5, 2026 in People
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Caroline Beteta will take over as interim President and CEO of Brand USA beginning November 9, 2026. She succeeds Fred Dixon, who is set to depart the organization on November 13, 2026.
Why it matters
Beteta brings extensive leadership experience to the organization as it focuses on the critical goal of securing federal reauthorization. Her prior tenure as acting CEO and chair of the board positions her to manage this transition while maintaining organizational momentum.
During her tenure at Visit California from 1998 to 2026, Beteta oversaw an organization that supports 1.2 million jobs and generates over $150 billion in annual visitor spending. These figures serve as benchmarks for her leadership history.
The players
Caroline Beteta
She is the incoming interim President and CEO of Brand USA and a 2016 inductee into the U.S. Travel Association's Hall of Leaders.
Fred Dixon
He is the outgoing President and CEO of Brand USA who will soon lead NYC Tourism + Conventions.
Brand USA
This organization serves as the destination marketing entity for the United States.
Visit California
This is a non-profit organization that promotes travel to and within the state of California.
NYC Tourism + Conventions
This is the official destination marketing organization for New York City.
The details
The Brand USA Board of Directors appointed Beteta to ensure continuity following the departure of Fred Dixon. Beteta will coordinate with board members and industry partners to navigate the regulatory requirements needed for the agency's upcoming reauthorization.
Timeline
Caroline Beteta begins as Brand USA Interim CEO on November 9, 2026.
Fred Dixon departs Brand USA on November 13, 2026.
Fred Dixon begins his role at NYC Tourism + Conventions on December 1, 2026.
Market Landscape
This leadership transition is heavily influenced by the strategic need to manage Brand USA federal reauthorization. By appointing a veteran leader, the board aims to maintain stability in a competitive market where national marketing funding requires consistent congressional support.
This management shift will not immediately alter services for travelers or daily consumers. The primary impact concerns stakeholders and industry partners who rely on Brand USA for domestic and international travel promotion.
The takeaway
Leadership transitions in national marketing bodies are vital for ensuring long-term legislative success. Experienced executives like Beteta are often prioritized when organizations need to navigate complex reauthorization processes.
What happens next
Caroline Beteta begins her role on November 9, 2026. Fred Dixon is scheduled to depart on November 13, 2026, and will start at NYC Tourism + Conventions on December 1, 2026.
Further reading
For more on industry leadership changes, visit the People section.
Source note: This article includes information reported by Travel Trade Journal.
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