Caroline Beteta is the outgoing President and Chief Executive Officer of Visit California, the state's nonprofit destination marketing organization, which she has led since January 1998. She announced her retirement in January 2026 and steps down in autumn 2026, with successor Julie Coker taking office on 1 October 2026.
Over nearly three decades Beteta built Visit California from a newly created industry-funded commission into one of the most respected destination marketing organizations in the world. Travel-related spending in California reached 158.9 billion dollars in 2025, and the organization's most recent marketing renewal referendum won a 98.3 percent industry approval rate. A structured transition with the incoming chief executive is underway to ensure continuity of programs, campaigns and partnerships.
Career History
- President and Chief Executive Officer, Visit California (1998 to 2026)
What Caroline Beteta brings to the transition at Visit California: institutional knowledge accumulated over the organization's entire history, relationships across the state's 18,000-plus industry investors, and a record of sustained brand building that her successor inherits intact.
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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