CEO Update: Announcing my retirement

Dear Industry Partners,

After nearly three decades leading Visit California, I wanted to share some personal news directly with the statewide tourism community that has shaped my life and career in ways I could never have imagined.

I have made the decision to retire as President and CEO of Visit California, effective September 2026. This was not an easy decision. But with the organization on strong footing, an exceptional and long-tenured leadership team in place, and the industry’s recent renewal vote delivering record participation and overwhelming confidence in our shared mission, it feels like the right moment to thoughtfully begin planning for the next chapter — for me, and for the organization we have built together.

When I reflect on the past 30 years, what stands out most is not any single campaign, milestone or headline — it is the people, the partnerships, and the belief we share in the power of travel to lift communities, create opportunity and connect the world to California’s extraordinary story.

Together, we built the nation’s first statewide tourism assessment program. We launched iconic global campaigns that introduced millions of travelers to California’s diverse regions and experiences. We expanded our international reach, strengthened public-private collaboration, and built a globally respected brand that reflects the creativity, inclusivity and optimism of this state.

We have also walked through difficult moments side by side — economic downturns, the 9/11 terror attacks, wildfires, natural disasters and the unprecedented disruption of a global pandemic. In every chapter, this industry showed resilience, generosity and resolve. You supported one another, leaned into innovation and kept believing in California’s long-term promise, even when the road felt uncertain.

That is why the industry’s recent renewal vote means so much to me. Record participation and overwhelming support are more than a financial commitment — they are a powerful affirmation of trust, shared stewardship and confidence in what we have built together. It reflects a mature, united industry that understands both the responsibility and the opportunity of shaping California’s future.

I am incredibly proud of what we have created — a world-class marketing organization, a strong and trusted governance model, and a statewide network of partners who collaborate with purpose and heart. This work has always been bigger than any one individual. It belongs to the thousands of leaders, operators, marketers, advocates and community partners who show up every day to make California welcoming, vibrant and competitive on the world stage.

I want to reassure you that our work continues without interruption. I will remain fully engaged throughout the transition, and our programs, campaigns, partnerships and priorities will move forward with focus and momentum. The Visit California Board of Directors has launched a comprehensive global search for the organization’s next leader, and I have great confidence in the strength of the process and the future ahead.

As we look forward, I’m excited to continue connecting with many of you at upcoming industry moments — including Outlook Forum this spring — as we build on this momentum, celebrate what we’ve accomplished and continue shaping the next chapter of California’s tourism story.

Above all, I am deeply grateful — for your partnership, your trust, your leadership and your unwavering commitment to this industry and this state. It has been the privilege of a lifetime to serve alongside you, and I look forward to continuing our work together in the months ahead.

With sincere gratitude,
Caroline Beteta
President & CEO
Visit California