Company Overview
Visit California is the nonprofit, industry-led destination marketing organization responsible for promoting California as a travel destination within the United States and internationally. Established in 1998 and headquartered in Sacramento, it is funded by more than 18,000 industry investor businesses through an assessment program that won a 98.3 percent approval rate at its most recent renewal referendum. Travel-related spending in California reached 158.9 billion dollars in 2025.
The organization is preparing for an unprecedented cycle of global events in the state, with California host cities at the 2026 FIFA World Cup, Super Bowl LXI at SoFi Stadium in February 2027, and the Los Angeles 2028 Summer and Paralympic Games.
Recent Leadership News
In June 2026, Visit California's board of directors unanimously selected Julie Coker as President and Chief Executive Officer, effective 1 October 2026, succeeding Caroline Beteta, who retires after leading the organization since 1998.
Facts compiled by Executive Moves from publicly available news and press releases on 11 July 2026. Spotted an inaccuracy? Email us and we'll review within 1 business day.
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