APPOINTMENT

Visit California Appoints Julie Coker as President and Chief Executive Officer 

Visit California has appointed Julie Coker as its next President and CEO. She will assume the role on October 1, 2026, succeeding Caroline Beteta, who is set to retire.

In this role, Coker will lead Visit California, a nonprofit organisation focused on destination marketing for the state, and will also serve as a strategic advisor to the Governor’s Office of Business and Economic Development (GO-Biz).

Coker brings over three decades of experience in hospitality and destination marketing. She most recently served as President and CEO of NYC Tourism + Conventions.

Her career began with Hyatt, where she spent over two decades and progressed to the role of General Manager at Hyatt Regency Philadelphia. She later held leadership positions at the Philadelphia Convention and Visitors Bureau, including serving as President and CEO.

From 2020 to 2024, she served as President and CEO of the San Diego Tourism Authority, where she was involved in destination marketing initiatives and industry recovery efforts. She has also served on the board of Visit California.

In addition, Coker is a member of the executive board of the U.S. Travel Association and the U.S. Department of Commerce’s Travel and Tourism Advisory Board.

Coker succeeds Caroline Beteta, who led Visit California for over a decade.

Ken Potrock, Chair of the Visit California Board of Directors, said, “After a rigorous and wide-ranging global search, Visit California is proud to welcome Julie Coker as our next president & CEO. Julie is a proven leader who has delivered exceptional results in some of the most competitive and complex destination markets in the country. We are confident she is the right visionary to build on Caroline’s extraordinary legacy and reinforce California’s position as one of the world’s most compelling destinations.”

Commenting on her appointment, Coker said, “California is the world’s most iconic travel destination, and leading Visit California at this moment is an opportunity I approach with deep respect, genuine excitement and a clear sense of purpose,” Coker said. “The foundation Caroline Beteta and the California tourism industry have built over three decades is extraordinary, and the future is bright with so many global events shining the spotlight on the Golden State in the next three years. I look forward to working alongside the Visit California team, the board, and partners across the state to make the most of this moment.”

“I am thrilled to see Julie carry this critical work forward,” outgoing President & CEO Beteta said. “She has built and led world-class organizations, knows California’s tourism industry from the inside, and brings the kind of experience, relationships and vision this moment demands. What California’s travel industry has built together – the brand, the partnerships, the trust of more than 18,000 investors – is ready for its next chapter. I leave this organization with great pride and even greater confidence.”

“Julie Coker is one of the most accomplished destination marketing executives in the country, and Visit California is fortunate to have her at this critical moment for the industry,” said Geoff Freeman, president & CEO of the U.S. Travel Association. “I have worked alongside Julie for years and seen firsthand her ability to align complex stakeholder communities, navigate difficult operating environments and lead organizations to meaningful results. California’s tourism industry – and the millions of jobs and communities it supports – will be well served by her leadership.”

The appointment comes as California’s tourism industry continues to contribute to the state’s economy through visitor spending and employment.

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