Visit California has named Julie Coker, a highly regarded hotel and CVB executive with nationwide destination experience, as its new president and CEO once its new fiscal year begins on October 1.
Coker will take the helm from Caroline Beteta, who is retiring after being with Visit California since its inception in 1998. Beteta helped grow Visit California into a global marketing franchise for the state’s $158-billion travel and tourism industry, and she established a governance model that has become a national standard for destination marketing organizations.
Coker comes to Visit California from New York City Tourism + Conventions, where she was president and CEO for about two years. Prior to that, she led the San Diego Tourism Authority for nearly five years and led the Philadelphia CVB for almost 10 years.
[Related: San Diego Convention Corp. Names New CEO]
“I am thrilled to see Julie carry this critical work forward,” 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.”
“Julie Coker is one of the most accomplished destination marketing executives in the country, and Visit California is fortunate to have her at this critical moment for the industry,” added Geoff Freeman, president and CEO of the U.S. Travel Association. “I have worked alongside Julie for years and seen firsthand her ability to align complex stakeholder communities, navigate difficult operating environments and lead organizations to meaningful results.”
