Caroline Beteta Returns to Brand USA as Interim CEO

Brand USA has appointed former Visit California chief Caroline Beteta as interim president and CEO, with her tenure officially beginning on November 9. Her return to the nation's destination marketing organization comes after nearly thirty years of leading Visit California as CEO, a role from which she announced her retirement this past January.

This leadership transition follows the upcoming departure of current President and CEO Fred Dixon, who leaves his role in November after more than two years to head NYC Tourism + Conventions. His exit was initially reported by Skift in late August.

Stock photo for illustration only, not from the actual event

This interim appointment marks Beteta's second time holding the position, having previously served from June to October 2012. She has also contributed to the organization as board chair and vice chair of operations. Beteta emphasized that her singular focus will be securing Brand USA's reauthorization.

The timeline for her objectives is tight. While Congress has approved Brand USA's funding through September 2027 and is set to evaluate reauthorization in the coming months, the organization operates under a federal funding match cap that was slashed by 80%—stripping away up to $80 million annually. This follows a 15% staff layoff in September 2025 and the loss of five board members who have yet to be replaced by the administration.

Source: Skift