Visit California today announced Julie Coker has been named the organization’s next – and only second ever – president & CEO, succeeding longtime leader Caroline Beteta, who announced her retirement earlier this year. Coker will assume the role Oct. 1, swapping coasts from New York, where she was president & CEO of NYC Tourism + Conventions.
In her new role, 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 & Economic Development (GO-Biz).
Coker’s career in travel and hospitality spans more than 30 years, starting as a corporate management trainee at Hyatt, spending 21 years with the company and rising to general manager of the Hyatt Regency Philadelphia.
She spent a decade in leadership – including four years as president & CEO – at the Philadelphia Convention and Visitors Bureau. And then served as president & CEO of the San Diego Tourism Authority from 2020 to 2024, during which time she also served on Visit California’s Board of Directors.
Most recently, Coker served as president & CEO of NYC Tourism + Conventions, stewarding one of the world’s most recognized destination brands. Coker is also on the executive board of the U.S. Travel Association and the U.S. Department of Commerce’s Travel and Tourism Advisory Board.
“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,” Coker said. “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.”
The appointment comes at a pivotal moment for California’s travel and tourism industry. The state’s travel economy surpassed $158 billion in visitor spending in 2025, and the industry delivered a 98.3% approval rating in last year’s statewide marketing renewal referendum – a record vote of confidence in Visit California’s mission.
“I am thrilled to see Julie carry this critical work forward,” outgoing President & CEO Beteta said. “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.”
NYC Tourism says it has begun the search process for its next President and CEO.
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