Visit California has picked Julie Coker to take the reins as its next president and chief executive, handing a key tourism post to a veteran industry leader as longtime chief Caroline Beteta prepares to exit. Beteta, who has overseen the nonprofit for nearly 30 years, will retire in September 2026 and stay involved to help with the transition.
In a press release from Visit California, the organization confirmed Beteta's retirement plans and said the board launched a global search to find her successor. According to the announcement, Beteta will remain fully engaged in day-to-day operations while the handoff unfolds, and the board brought in SearchWide Global to steer the recruitment process.
Julie Coker, described by the San Francisco Business Times as a 30-year hospitality veteran, will become Visit California's second-ever CEO in October. As reported by the San Francisco Business Times, Coker has previously led destination-marketing organizations in Philadelphia and San Diego and most recently ran New York City's tourism office. Her industry biography traces an earlier career in hotel operations and convention sales, according to Arival.
Why the leadership change matters
Visit California reports that the state's visitor economy directly supports about 1.2 million jobs and generates more than $150 billion in annual visitor spending, highlighting just how much is riding on the CEO role, according to Visit California. The organization oversees a statewide marketing machine that stretches from international offices to multi-market campaigns, channeling visitors and tax dollars into communities large and small across California.
Transition and timeline
Coker will stay with New York City Tourism + Conventions through Aug. 31 to help manage a smooth leadership change there before stepping into the Visit California job in October, as reported by Travel Market Report. New York City's board has already launched its own search for a successor, while Visit California says its marketing programs and campaigns will continue without interruption during the overlap.
Visit California board chair Ken Potrock welcomed Coker in a statement quoted by PAX, praising her track record in large, complex markets. Industry watchers say Coker's bi-coastal background, from convention sales floors to leading big-market destination marketing organizations, will be closely followed as she works to recover international visitors and support hospitality jobs back home in California.
