Veteran destination marketing leader to guide California’s tourism promotion organisation into its next chapter.

Natasha Dury

Visit California has appointed Julie Coker as its next President & CEO, succeeding longtime leader Caroline Beteta, who announced her retirement earlier this year. Coker will assume the role on October 1, 2026.

As head of the private industry-led nonprofit responsible for promoting California as a premier global travel destination, Coker will also serve as a strategic advisor to the Governor’s Office of Business & Economic Development (GO-Biz).

Bringing more than 30 years of leadership across hospitality and destination marketing, Coker most recently served as President & CEO of NYC Tourism + Conventions. Her previous leadership roles include the San Diego Tourism Authority, the Philadelphia Convention and Visitors Bureau, and Hyatt Hotels, where she spent more than two decades.

Her appointment follows a global executive search led by Visit California’s Board of Directors in partnership with SearchWide Global. Ken Potrock, Chair of the Visit California Board and President of Major Events Integration at The Walt Disney Company, described Coker as a proven leader with the vision to build on Caroline Beteta’s legacy while strengthening California’s position as one of the world’s leading travel destinations.

During her tenure at the San Diego Tourism Authority, Coker guided the organisation through the pandemic recovery, helping the region achieve one of the highest hotel occupancy rates in the United States while generating US$14.3 billion in visitor spending. She also 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 she was honoured to lead one of the world’s most recognised tourism brands, adding that California’s strong industry partnerships and the global events scheduled over the coming years present an exceptional opportunity to further elevate the state’s tourism offering.

Her appointment comes as California’s tourism sector continues its strong momentum, recording more than US$158 billion in visitor spending in 2025 and achieving a record 98.3 per cent approval rating in the state’s tourism marketing renewal referendum.