Visit California’s search for a new president and CEO is over—the organization announced that Julie Coker, president and CEO of NYC Tourism + Conventions, will helm The Golden State’s tourism bureau starting this October. Coker will succeed Caroline Beteta, who announced her retirement from Visit California earlier this year.
“After a rigorous and wide-ranging global search, Visit California is proud to welcome Julie Coker as our next president and CEO,” says Ken Potrock, chair of the Visit California board of directors and president of major events integration at The Walt Disney Co., in a prepared statement. “Julie is a proven leader who has delivered exceptional results in some of the most competitive and complex destination markets in the country. We are confident she is the right visionary to build on Caroline’s extraordinary legacy and reinforce California’s position as one of the world’s most compelling destinations.” Potrock headed the global search for the new leader, which was led by a committee of current and former Visit California board members, in partnership with SearchWide Global of Woodbury, Minnesota.
Coker’s experience in tourism and hospitality spans three decades, including roles with Hyatt Hotels & Resorts, the Philadelphia Convention and Visitors Bureau, the San Diego Tourism Authority, and most recently, NYC Tourism + Conventions. She also serves on the executive board of the U.S. Travel Association and on the U.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,” says Coker. “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.”
It is now NYC Tourism + Conventions’ turn to hunt for a new leader. Like Visit California, the official destination marketing organization for the five boroughs of New York City has also enlisted its board officers to serve as the main search committee. “While Julie and I have only had the opportunity to work together for a few short months, it has been clear from day one why she is so highly respected across the tourism industry,” says New York City Mayor Zohran Mamdani in a prepared statement. “The success of New York City’s World Cup efforts to date reflects the strong foundation she helped build with partners across government, business, and communities throughout the five boroughs. … On behalf of all New Yorkers, I thank her for her service and wish her every success in this next chapter.”
Coker will remain in her current role at NYC Tourism + Conventions until August 31.
