Visit California has appointed Julie Coker as its next president and CEO, succeeding longtime leader Caroline Beteta, who is retiring.
Coker, currently president and CEO of NYC Tourism +
Conventions, will assume the role on October 1, 2026, following a global
executive search.
With more than 30 years of experience in hospitality and
destination marketing, she has also led the San Diego Tourism Authority and the
Philadelphia Convention and Visitors Bureau.
Coker will oversee California’s tourism marketing efforts
while serving as a strategic adviser to GO-Biz, as the state’s travel industry
builds on $158 billion in visitor spending in 2025.
“After a rigorous and wide-ranging global search, Visit
California is proud to welcome Julie Coker as our next president & CEO,”
Potrock said. “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.”
“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."
“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 US 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.” -TTN
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