Caroline Beteta Returns to Brand USA as Interim President and CEO

Leadership Change at Brand USA

Brand USA has appointed Caroline Beteta as its interim president and chief executive officer, with her tenure commencing on November 9, 2026. This move follows the departure of Fred Dixon, who will step down from his role at Brand USA on November 13, 2026.

Dixon is set to return to NYC Tourism + Conventions, where he will assume the position of president and chief executive officer. Beteta's appointment marks a significant leadership transition for the organisation responsible for promoting the United States as a premier travel destination globally.

The announcement from Brand USA ensures continuity in its strategic direction as it navigates the evolving landscape of international tourism.

Beteta's Extensive Industry Experience

Caroline Beteta brings a wealth of experience to her interim role at Brand USA. She concluded a nearly three-decade career as president and CEO of Visit California in September 2026, overseeing the state's tourism marketing efforts. Her history with Brand USA is also extensive; she previously served as the organisation's board chair and acting CEO.

Furthermore, Beteta played a pivotal role in the initial establishment of Brand USA, giving her a deep understanding of its mission and operational framework. Her return signals a familiar hand guiding the organisation through its next phase of global engagement and promotional activities.

Strategic Direction for US Destination Marketing

The appointment of Caroline Beteta is expected to provide stability and strategic direction for Brand USA's ongoing efforts to attract international visitors. Her long-standing expertise in destination marketing, particularly from her time leading Visit California, positions her to maintain the momentum of Brand USA's campaigns.

The organisation's mandate includes fostering strong relationships with travel trade partners and executing innovative marketing initiatives across various global markets.

This leadership change occurs at a crucial time as the global travel industry continues to adapt to new traveller behaviours and market demands, requiring agile and experienced leadership to drive recovery and growth.

Implications for Asian Markets and Travellers

For Asian travellers and the region's travel industry, this leadership transition at Brand USA could influence future promotional strategies targeting key markets such as Japan, South Korea, and Southeast Asia. With Beteta's deep understanding of destination promotion, Brand USA may refine its campaigns to better resonate with Asian consumer preferences and travel patterns.

Asian tour operators and airlines offering routes to the United States will be watching for any shifts in marketing focus or partnership opportunities that could affect visitor flows.

Enhanced promotional activities, particularly those highlighting diverse US destinations beyond traditional gateways, could stimulate increased travel from Asia, impacting bookings and route demand for the coming year.