California tourism is entering a once-in-a-generation moment with major global events on the horizon, and the state’s destination marketing organization is bringing back a proven leader who already delivered results in the Golden State.
Visit California’s Board of Directors unanimously selected Julie Coker as President and CEO, effective Oct. 1, 2026. She succeeds Caroline Beteta, who retires after three decades building Visit California into one of the industry’s most respected destination marketing organizations.
Coker is returning to California after leading San Diego Tourism Authority from 2020 to 2024, where she helped the city achieve $14.3 billion in visitor spending, restore more than 200,000 tourism jobs, and rank third nationally in hotel occupancy with a 93% member retention rate.
A view of the field during final preparations for the FIFA World Cup at SoFi Stadium on June 11, 2026, in Inglewood, CA. The stadium will host Super Bowl LXI in 2027.Photo: Ringo Chiu / Shutterstock.com
Visit California: By the numbers
$158.9 billion in travel-related spending in California (2025)
18,000+ Visit California investors
98.3% approval rate for latest marketing renewal referendum
A California comeback
Coker spent nearly five years leading San Diego’s tourism recovery and growth before taking the helm at NYC Tourism + Conventions in December 2024. Now she’s heading back west to lead the entire state’s destination marketing efforts.
Career trajectory
Current: President and CEO, NYC Tourism + Conventions (Dec 2024–Present)
2020–2024: President and CEO, San Diego Tourism Authority
2010–2020: Philadelphia Convention and Visitors Bureau, rising from Senior VP to President and CEO (helped generate $325M in economic impact from 2016 Democratic National Convention and 2017 NFL Draft)
1989–2010: 21 years at Hyatt Hotels, rising to General Manager of Hyatt Regency Philadelphia
Industry leadership credentials
Co-chair, U.S. Travel Association’s Meetings Mean Business Coalition
Secretary-Treasurer, International Association of Exhibitions and Events Executive Committee
Executive Board member, U.S. Travel Association
Appointee, U.S. Department of Commerce’s U.S. Travel and Tourism Advisory Board
What they’re saying
“The opportunity before us is generational and calls for a leader with exceptional range and a track record of results. Julie is exactly that leader,” said Ken Potrock, Chair of Visit California’s Board of Directors and Selection Committee.
Why now matters
As one of only two states with two host cities for the 2026 FIFA World Cup (Texas is the other), California is preparing to host a series of marquee global events:
Super Bowl LXI, which will take place on February 14, 2027, at SoFi Stadium in Inglewood, CA
2028 Los Angeles Olympic and Paralympic Games
The transition
Coker brings institutional knowledge to the role, having served Visit California as Vice Chair of Marketing, Executive Committee member, and Nominating Committee member. A thoughtful transition is underway with Beteta to ensure continuity of programs, campaigns, and partnerships.
The bottom line: California is betting on a leader who has already proven she can deliver results in the state’s most competitive tourism market—and who understands the complexities of destination marketing at the highest level.