Brand USA, the destination marketing organization that represents the entire United States, announced today that Caroline Beteta will step in as interim president and CEO, effective Nov. 9. Beteta is coming out of a short-lived retirement for the role.
After nearly three decades serving as president and CEO of Visit California, Beteta retired in September and passed the torch to Julie Coker. According to Brand USA, Beteta has a long-standing relationship with the organization, and previously served as vice chair of operations and then chair of its board of directors. She will temporarily replace Fred Dixon, who is leaving Brand USA in November to return to his former post as president and CEO of NYC Tourism + Conventions.
"On behalf of the board, we congratulate Caroline and welcome her back to Brand USA," said Todd Davidson, former CEO of Travel Oregon and chair of Brand USA's board of directors. “Caroline has led this organization before, she knows our partners and our mission, and she built Visit California into one of the most respected destination marketing organizations in the world. Brand USA and the U.S. travel and tourism industry are fortunate that a seasoned professional with her extensive experience, insight and passion is stepping forward again, at this pivotal time, as we work to secure Brand USA's reauthorization.”
Fighting for funding
Brand USA's funding was severely cut in July 2025, as part of the current administration's One Big Beautiful Bill. The organization, which operates through a public-private partnership, had its 2026 federal matching funds slashed from $100 million to $20 million. In addition, its authorization is set to expire in September 2027.
As interim president and CEO, Beteta will advocate for reauthorizing the organization and restoring its funding, so Brand USA can attract more international travelers, better support the tourism industry and help boost the nation's economy. According to its FY25 report, Brand USA drove an additional 926,000 visitors to the United States last year, who spent $3.3 billion. It supported it 45,000 jobs and had a total estimated economic impact of $7.2 billion in 2025.
"Brand USA has been close to my heart since its inception, and I am honored to step in at such an important moment for the organization and our industry," said Beteta. “My focus will be singular: securing Brand USA's reauthorization and ensuring this critical organization can continue its mission of welcoming the world to the United States. International inbound travel is vital to our nation's economy, communities and global competitiveness, and I look forward to working alongside Brand USA's board, team and our industry partners to help get reauthorization across the finish line.”
