Executive Team

President & Chief Executive Officer

Caroline Beteta serves as president & CEO of the industry-led Visit California, a nonprofit organization created to market California as a premier travel destination and to increase the state’s share of tourism-related revenues. She simultaneously serves as the Director of Tourism in California’s Governor’s Office of Business & Economic Development (GO-Biz).

Beteta is responsible for implementing Visit California’s $118 million global marketing program and serves as the lead spokesperson for California’s $126.3 billion travel industry. She has shepherded the growth of Visit California into a global marketing franchise delivering millions of visitors and billions of dollars of economic growth to the state every year.

Chief Operating Officer

Matthew Sabbatini is chief operating officer for Visit California. He oversees the Finance, Human Resources, Information Technology, Assessment Revenue and California Welcome Centers in managing the organization’s budget, as well as financial and accounting policies, technology systems, personnel and organizational controls. At Visit California, Matt has led the charge on cost effective and innovative operational tools to scale Visit California’s international program of work. Matt has more than 20 years of operations and executive experience.



Vice President of Communications

Ryan Becker is the vice president of Communications for Visit California. He leads the team responsible for developing communications strategies that promote Visit California’s mission to cultivate demand for the California brand. These strategies encompass corporate communications, media relations, industry relations and public affairs initiatives. Ryan has worked at Visit California since 2012. He has more than 10 years of media experience, primarily as a newspaper editor.


Vice President of Marketing

Lynn Carpenter is vice president of Marketing for Visit California, overseeing all of Visit California’s marketing, including advertising, cooperative promotions, travel trade, web and interactive, and publications. Under her leadership, Visit California has marketed the state as a place of abundance and opportunity, spreading the state’s brand around the globe in an effort to grow California’s share of tourism revenues. Lynn has more than 20 years of professional marketing experience.



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