Chair Update: Announcing Visit California’s next president & CEO

Dear Industry Partners,

On behalf of the Visit California Board of Directors, I’m proud to share an important milestone for our industry and our state: Following a unanimous vote of the Board, Julie Coker has been named President and CEO of Visit California, effective Oct. 1, 2026.

This is an important moment for California tourism. Our industry is navigating real headwinds and evolving market dynamics even as it continues to demonstrate resilience and strength, generating $158.9 billion in travel-related spending in 2025.

That strength reflects the alignment and shared belief across this industry, including Visit California’s 18,000+ investors. It was also evident in the 98.3% approval of the latest marketing renewal referendum, a powerful statement of unity and confidence in our mission and future. What’s ahead is even more significant.

Few places in the world can match California’s range and appeal. From iconic coastlines and theme parks to national parks, wine regions, cultural hubs, culinary destinations, deserts, mountains and gateway cities, our state offers experiences travelers can’t find anywhere else. It’s why California continues to inspire first-time visits and lifelong loyalty.

In the wake of the FIFA World Cup, California will continue to take center stage as we welcome the world for Super Bowl LXI, the 2028 Los Angeles Olympic and Paralympic Games and more. These are once-in-a-generation opportunities to reinforce California’s position as one of the world’s most compelling destinations while growing demand and strengthening communities.

The opportunity before us is generational and calls for a leader with exceptional range and a track record of results. Julie is exactly that leader.

She brings more than three decades of experience across hospitality, destination marketing and tourism. She began her career at Hyatt, spending 21 years rising to General Manager of the Hyatt Regency Philadelphia, building a foundation that continues to shape how she leads.

At the Philadelphia Convention and Visitors Bureau, Julie helped lead the 2016 Democratic National Convention and the 2017 NFL Draft, generating $325 million in economic impact. At the San Diego Tourism Authority, the city saw $14.3 billion in visitor spending, more than 200,000 tourism jobs restored and a 93% member retention rate, with San Diego ranking third nationally in hotel occupancy. Most recently, as President and CEO of NYC Tourism + Conventions, she has led one of the world’s most recognized destination brands toward record visitation.

Julie is an exceptional marketer who knows how to build coalitions, navigate complexity and drive measurable outcomes for the operators, partners and communities that depend on a thriving travel economy. She has delivered in convention and leisure markets both domestically and globally, in challenging environments and at moments of opportunity. That range matters for California.

Julie also brings deep familiarity with Visit California. She has served as Vice Chair of Marketing, a member of the Executive Committee and a member of the Nominating Committee, developing a strong understanding of the organization, its leadership team and its mission. That familiarity will help accelerate the transition and allow her to build on our momentum from day one.

She is also a respected national voice for travel and tourism, having served as co-chair of the U.S. Travel Association’s Meetings Mean Business Coalition, secretary-treasurer for the International Association of Exhibitions and Events Executive Committee and currently on the executive board of the U.S. Travel Association. She was also appointed to the U.S. Department of Commerce’s U.S. Travel and Tourism Advisory Board.

None of this momentum exists without the leadership of Caroline Beteta. Over three decades, Caroline helped build Visit California into one of the most respected destination marketing organizations in the world and established a model of statewide collaboration that brings our industry together. The 98.3% renewal vote reflects the trust, alignment and shared ambition she helped create across this industry.

Julie will assume her role in early fall, as Caroline begins her retirement in October. A thoughtful transition is underway to ensure continuity and focus of Visit California’s programs, campaigns and partnerships.

The world is turning its attention to California. We are ready. And with Julie’s vision for our future, Visit California is well positioned for the next era of growth and opportunity.

Please join me, the Board and the Visit California team in welcoming Julie back to the California family.

With great enthusiasm,

Ken Potrock
Chair, Board of Directors and Selection Committee
Visit California