- Beteta is Brand USA interim president and CEO.
- She led Visit California.
- She previously served as Brand USA chair.
Beteta retired in September after serving as Visit California’s president and CEO since 1998. Dixon will return to New York City as president and CEO of NYC Tourism + Conventions on Dec. 1, Brand USA said in a statement.
"Caroline has led this organization before, she knows our partners and our mission,” said Todd Davidson, Brand USA board chair. “Her experience and insight will be valuable as we work to secure Brand USA’s reauthorization.”
Beteta said her focus will be securing Brand USA’s reauthorization so the organization can continue its mission of welcoming international visitors to the U.S.
Her history with Brand USA dates to its creation. As national chair of the U.S. Travel Association, she helped merge the Travel Industry Association and the Travel Business Roundtable, laying the groundwork for Brand USA’s founding.
She later served as vice chair of operations, board chair and acting CEO. She served on the U.S. Travel and Tourism Advisory Board under appointment by the secretary of commerce, sat on the World Travel & Tourism Council’s executive committee and entered the U.S. Travel Association’s Hall of Leaders in 2016.
She also served as California’s deputy secretary for tourism and as a strategic advisor to the Governor’s Office of Business and Economic Development. During her tenure, Visit California established the nation’s first statewide tourism assessment program, opened international offices and ran global marketing campaigns. She guided the organization through wildfires, recessions and the COVID-19 pandemic.
“Her experience will keep the organization on track in its mission of driving international travel and positively impacting businesses and communities in the U.S.,” said Dixon.
Brand USA recently named 15 travel professionals in India as Global Travel Trade Ambassadors under its Global Ambassador Program.
