Longtime Visit California President and CEO Caroline Beteta announced in mid-January that she will retire from her role effective this September. Beteta has been with the organization since 1998, leading it through major events and milestones, including the creation of the nation’s first statewide tourism assessment program, the launch of iconic global marketing campaigns, the expansion of Visit California’s international offices, recovery efforts following wildfires, economic downturns, and the COVID-19 pandemic, among others.
“Caroline’s contributions to California’s tourism industry are unparalleled,” says Dan Gordon, immediate past chair of the Visit California board of directors, in a prepared statement. “For 30 years, she has served as a visionary leader, fierce advocate, and trusted partner to industry, government, and community leaders. California’s tourism success story is intricately linked to Caroline’s leadership, and the board is profoundly grateful for her service.”
Under Beteta’s leadership, California’s tourism industry has grown to support 1.2 million jobs for workers statewide and generate over $150 billion in annual visitor spending.
“For nearly 30 years, leading Visit California and representing this incredible state has been the honor of my professional life,” says Beteta. “I am immensely proud of what we have built together—a world-class marketing organization; a powerful global brand; and a strong, unified industry that understands the profound value of tourism to California’s economy and communities. With the organization on such solid footing and a talented leadership team in place, this is the right time to begin planning for the next chapter.”
Visit California’s board of directors has launched a global search for Beteta’s successor, and Beteta will remain fully engaged in day-to-day operations throughout the transition to ensure continuity. All of the organization’s programs, campaigns, and initiatives will continue as planned in the meantime and during the changeover.
“California’s tourism story is bigger than any one person,” Beteta adds. “I have every confidence that Visit California’s next leader will build on this strong foundation and continue to position our state on the world stage. I will be forever grateful for the privilege of championing California and working alongside such an extraordinary team on behalf of this industry.”
