Former Visit California Leader Takes Interim Role at Brand USA
Caroline Beteta, who recently retired after nearly three decades leading Visit California, has been named interim president and CEO of Brand USA starting in November. Her appointment follows the departure of current CEO Fred Dixon, who is returning to his previous role at NYC Tourism + Conventions. The move reflects ongoing leadership transitions among major destination marketing organizations.
Caroline Beteta is stepping into a temporary leadership position at Brand USA following the organization's search for permanent direction. Beteta spent nearly 30 years at the helm of Visit California before announcing her retirement earlier this year. Her interim appointment arrives as Brand USA navigates a transition period, with her predecessor moving to lead tourism efforts in New York City.
The leadership shift reflects broader staffing changes across major destination marketing organizations. Visit California itself recently recruited a replacement for Beteta, bringing in an executive from the New York tourism sector to fill the vacancy left by her departure.
These leadership transitions could affect how major U.S. destinations market themselves globally and domestically. Interim leadership may influence strategic decisions regarding tourism promotion budgets, marketing campaigns, and partnership priorities during a critical period. The movement of experienced executives between major tourism organizations could reshape competitive positioning among destinations vying for visitor attention and spending.