Visit California has appointed Julie Coker as its next President and Chief Executive Officer, succeeding longtime leader Caroline Beteta, who earlier announced her retirement. Coker will officially assume the role on October 1, 2026, becoming only the second CEO in the organisation’s history.
In her new position, Coker will lead Visit California, the private industry-led nonprofit organization marketing California as a premier travel destination, and will simultaneously serve as a strategic advisor for the Governor’s Office of Business and Economic Development (GO-Biz).
The appointment follows a global executive search conducted in partnership with SearchWide Global and led by a committee of current and former Visit California Board members, chaired by Ken Potrock, Chair of the Visit California Board of Directors and President of Major Events Integration at The Walt Disney Company.
Potrock said, “After a rigorous and wide-ranging global search, Visit California is proud to welcome Julie Coker as our next president and CEO. 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.”
Coker brings more than 30 years of experience in hospitality and destination marketing. Most recently, she served as President and CEO of NYC Tourism + Conventions. Her previous leadership roles include President and CEO of the San Diego Tourism Authority, where she guided the organisation through the pandemic recovery, helping the destination achieve the third-highest hotel occupancy levels in the United States and generate US$14.3 billion in visitor spending. She also spent a decade with the Philadelphia Convention and Visitors Bureau, including four years as President and CEO, following a 21-year career with Hyatt Hotels.
In addition to her executive roles, Coker serves on the Executive Board of the U.S. Travel Association and the U.S. Department of Commerce’s Travel and Tourism Advisory Board.
Commenting on her appointment, Coker said, “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. 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.”
Outgoing President and CEO Caroline Beteta said, “I am thrilled to see Julie carry this critical work forward. 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.”
The appointment has also been welcomed by Geoff Freeman, President and CEO of the U.S. Travel Association. He said, “Julie 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. 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.”
