WASHINGTON, DC — Caroline Beteta is stepping back into the U.S. tourism spotlight, taking the interim President & CEO role at Brand USA in a full-circle shuffle of high-profile tourism board executives.

The move brings the leadership of Brand USA, Visit California and NYC Tourism + Conventions full circle. Earlier this year, Beteta announced her departure from Visit California and was succeeded by Julie Coker, the former head of NYC Tourism + Conventions. Now, Beteta is taking over from Fred Dixon at Brand USA, while Dixon returns to NYC Tourism + Conventions effective Dec. 1, where Coker previously served as CEO.

“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,” said Todd Davidson, Chair of the Brand USA Board of Directors. “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.”

BETETA’S PRIORITIES

Beteta brings a longstanding connection to Brand USA, having previously served as Chair of its Board of Directors and Acting CEO. She was also involved in laying the groundwork for the organization’s creation while serving as national chair of the U.S. Travel Association.

“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.”

Beteta’s previous Brand USA roles include Vice Chair of Operations, Chair of the Board of Directors and Acting CEO. She was also appointed by the Secretary of Commerce to the U.S. Travel and Tourism Advisory Board and has served on the executive committee of the World Travel & Tourism Council. In 2016, she was inducted into the U.S. Travel Association’s Hall of Leaders.

Dixon said Beteta’s previous experience with Brand USA will help ensure continuity as the organization works towards reauthorization.

“Caroline helped create Brand USA and has led it successfully before. She knows our stakeholders, our markets and the reauthorization process well,” said Dixon. “Her experience will keep the organization on track in its mission of driving international travel and positively impacting businesses and communities across the U.S. I’m grateful to our board, our staff and our partners, and I look forward to working with Caroline to ensure a smooth transition.”

Lead image caption: Caroline Beteta, Interim President & CEO of Brand USA