Caroline Beteta has been appointed as the interim president and CEO of Brand USA, effective from November 9. Her appointment coincides with Fred Dixon’s planned departure from the role of Brand USA President and CEO, a position he held for over two years. Dixon is set to rejoin NYC Tourism + Conventions, a move that was initially reported in late August.
Before her new role at Brand USA, Beteta had a long-standing career at Visit California, leading the organization as CEO for nearly 30 years. In January, she announced her intention to retire, leading to the appointment of Julie Coker from New York City Tourism + Conventions as her successor, a change announced in June by Visit California.
This leadership transition at Brand USA is the latest in a series of changes within destination marketing organizations in recent months. The organisation will look towards Beteta’s significant experience to guide its future direction.
Reporting based on coverage first published by skift.com.