CEO Update: Board approves FY26/27 budget and marketing plan
Board approves FY26/27 budget and marketing plan
June 8, 2026
Dear Industry Partners,
Last week, the Visit California Board of Directors, staff and industry partners gathered in Anaheim at Disney's Grand Californian Hotel & Spa for a spring board meeting focused on the future of California tourism and the work ahead to keep our state competitive in today’s dynamic global marketplace.
The board unanimously approved Visit California's FY26/27 budget and Marketing Work Plan, the result of months of collaboration among board members, committees and industry partners from across the state.
With industry assessment revenue stable, Visit California's FY26/27 budget provides a strong foundation for continued investment in the programs that drive visitation and support industry partners across the state. The $143.2 million budget maintains significant investments in marketing, research, communications and global market development.
Inspiring travel to California remains at the center of our marketing efforts, with a strong emphasis on domestic visitation. A key component is the $67.4 million investment in our Global Brand program, including $48 million in media to support domestic travel to California and protect our market share in an increasingly competitive environment.
Complementing those efforts is our continued commitment to key international markets, industry advertising and new opportunities to showcase the experiences that make California unlike anywhere else in the world. Together, the budget and marketing plan are focused on bringing more visitors to California and supporting communities throughout the state.
Just as important as the programs we invest in are the leaders who help shape them. One of the board's most important responsibilities is ensuring strong industry leadership, and I am pleased to share that the board approved the appointments of three exceptional leaders:
- Jennifer Buffo, CEO, Pure Luxury Transportation
- Harold Rapoza, Area Vice President, Hilton
- Chris Tatum, President Full Service, Aimbridge
Each brings valuable expertise and perspective to our organization, and I look forward to the contributions they will make as we continue advancing California's tourism economy.
The board also received the results of our commissioner re-election referendum. Congratulations to the following commissioners, who were re-elected to continue representing their sectors and serving our industry:
- Shuaib Bulhan, Division Vice President, Western Operations, The Hertz Corporation
- Daniel Halpern, CEO and Co-Founder, Jackmont Hospitality
- Reed Kandalaft, Regional Vice President and General Manager, Four Seasons Hotel Los Angeles at Beverly Hills
- Ripton Melhado, Senior Vice President, Field Operations, Hyatt Corporation
- John Shepherdson, Senior Vice President, Operations - West, Avis Budget Group
I am grateful for their continued leadership and commitment to the success of California tourism.
This Board Meeting was my final board meeting as president and CEO of Visit California before my retirement this September. I am grateful to our Board Chair Ken Potrock and the entire Disney team for their extraordinary hospitality and partnership. They created a special experience and brought true Disney magic to an occasion I will always cherish.
Serving this industry has been one of the greatest privileges of my life. Thank you for your partnership, your friendship and your belief in the power of travel to strengthen communities and enrich lives.
Sincerely,
Caroline Beteta
President & CEO
Visit California
