Visit California has announced that Julie Coker will lead the state's official convention and visitors bureau, effective Oct. 1. Coker will succeed Caroline Beteta, who is retiring in September after nearly 30 years at the helm of the organization.
Coker, who currently leads NYC Tourism + Conventions, will become the second-ever president and CEO of Visit California. She was selected from a global search that Visit California conducted in partnership with SearchWide Global. In addition to the new role, Coker will serve as a strategic advisor for the California Governor's Office of Business and Economic Development.
"I am thrilled to see Julie carry this critical work forward," said Beteta. “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.”
An industry leader from coast to coast
Coker has more than three decades of experience in the hospitality in tourism industry. Her career started at Hyatt Hotels, where she worked for 21 years, managing properties in Chicago, Cincinnati and Philadelphia. In 2010, she joined the Philadelphia Convention & Visitors Bureau and worked her way up from senior vice president of the convention division to president and CEO of the organization. A decade later, she became head of the San Diego Tourism Authority and helped guide the city through the pandemic. During this time, she also served on Visit California's board of directors.
In late 2024, Coker moved back to the East Coast to serve as president and CEO of the New York City CVB. She will remain with the organization through the end of August to help ensure a seamless transition. NYC Tourism + Conventions has not announced Coker's successor yet.
"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," said New York City Mayor Zohran Mamdani. “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.”
In addition to leading convention and visitor's bureaus across the country, Coker also serves on the U.S. Travel Association's executive board and the U.S. Department of Commerce's Travel and Tourism advisor board.
Preparing to welcome the Olympics
Coker will leave New York City a few weeks after the largest-ever World Cup has ended. It's fitting then that her next role is in California — which will host the Super Bowl in Los Angeles next February, followed by the Summer Olympic and Paralympic Games there in 2028.
"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," said 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."
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