Brand USA CEO James Evans is stepping down and will be replaced in the interim by Brand USA Chairman-elect Caroline Beteta.
Brand USA’s Board of Directors has begun a search for Evans’s replacement. The agreement with the board comes as the organization transitions from a start-up endeavor to securing its place as the United States’ destination marketing organization.
"We thank Jim for the time, energy and passion he has brought to establishing this enterprise," said Beteta, who is also the CEO of Visit California. "Brand USA has hit critical milestones in its development and now is at an important transition point. Our focus going forward is to build on the momentum the organization has established by increasing and deepening our partnerships with the travel industry, building out co-op marketing opportunities to attract increased private-sector funding, and enhancing our responsiveness and communications with our government partners."
"As I reflect on the accomplishments of the last year, I am gratified in how much progress we have made," said Evans. "I know I leave Brand USA with a great foundation and a strong team that will take the organization forward."
Brand USA, established by the Travel Promotion Act in 2010, is a national program aimed at boosting tourism to the United States, attracting billions of dollars in increased visitor spending and creating jobs. In its first year of operations, the organization has established an integrated marketing strategy, a strong brand identity for the United States, a website to promote the U.S. worldwide and provide information on U.S. entry policies and procedures and established partnerships with more than 250 industry organizations, which will raise more than $10 million in industry contributions and $30 million in in-kind contributions.
Visit www.DiscoverAmerica.com
