The new president and CEO officially began her tenure on October 1 and led her first Visit California board meeting in Oakland. Her priorities include strengthening destination marketing, investing in wine tourism and turning the global spotlight on major sporting events into more visits across the Golden State.

California's tourism industry has entered a new leadership chapter with Julie Coker officially taking over as president and CEO of Visit California on October 1, 2026. She succeeds Caroline Beteta, who led the organization for nearly three decades, and brings more than 30 years of experience in hospitality and destination marketing.

During her first week, Coker met with the Visit California team and board members in Oakland for her first board meeting, beginning work on an agenda focused on tourism growth, evolving marketing strategies and the opportunities presented by major international events scheduled to bring global attention to the state.

“As goes California, so goes the nation’s travel industry,” Coker told industry partners in her first leadership update, underscoring the importance of California's tourism sector well beyond state borders. 

Wine tourism and a new brand marketing strategy

One of the key outcomes of the board meeting was approval of an investment to promote California's wine regions. The initiative is part of a two-year, $2 million program designed to raise the profile of wine destinations and expand tourism opportunities throughout the state.

The board also heard from GALE, Visit California's new brand marketing agency. Coker said the agency impressed the organization with its data-driven approach, creative capabilities and understanding of how to tell California's story in an increasingly competitive marketing environment.

The partnership is expected to help strengthen California's global destination brand and connect with travelers through campaigns that translate interest in the state into actual visits.

The meeting also reviewed insights and lessons from the FIFA World Cup and explored how California can maximize the opportunities surrounding the Los Angeles 2028 Olympic and Paralympic Games. A central objective is to turn worldwide attention into travel demand across the state, extending the benefits beyond Los Angeles to communities and destinations throughout California. 

A career spanning some of America's leading destinations

Coker joins Visit California after serving as president and CEO of NYC Tourism + Conventions. Previously, she led the San Diego Tourism Authority from 2020 to 2024 and held senior leadership positions at the Philadelphia Convention and Visitors Bureau, including four years as president and CEO.

Her career began at Hyatt, where she spent 21 years and eventually became general manager of the Hyatt Regency Philadelphia. Her background combines hospitality management, destination promotion, organizational leadership and collaboration across the travel industry.

During her tenure in San Diego, the destination's tourism organization highlighted strong performance through a challenging period for travel. The region reached the nation's third-highest hotel occupancy levels and generated $14.3 billion in visitor spending.

Her appointment comes at a significant moment for California's tourism economy. Visit California reported that visitor spending exceeded $158 billion in 2025. The organization works with more than 18,000 industry investors to promote California across domestic and international markets. 

Turning major sporting events into lasting tourism benefits

Coker's agenda also coincides with an exceptional calendar of international events. The 2026 FIFA World Cup, Super Bowl LXI in 2027 and the Los Angeles 2028 Olympic and Paralympic Games offer opportunities to strengthen California's global profile and encourage travel before, during and after the events.

A key challenge will be converting media exposure into tangible economic benefits for communities throughout the state, expanding the tourism impact beyond major cities and sporting venues.

The leadership transition also has national implications. Caroline Beteta has been appointed interim president and CEO of Brand USA while the organization searches for a permanent leader. Coker expressed gratitude for Beteta's support during the transition and acknowledged the legacy she built during nearly 30 years at Visit California.

With extensive experience in major U.S. destinations and a focus on creative, data-driven marketing, Coker begins her tenure with a clear challenge: keeping California among the world's most competitive travel destinations while translating global visibility into sustained growth for tourism businesses and local communities.