SACRAMENTO, Calif.—Caroline Beteta, the longtime president and CEO of Visit California, will retire in September 2026 after nearly three decades leading the state’s tourism marketing organization. Beteta will remain in her role throughout the transition while the organization searches for her successor.
Beteta has served as president and CEO for almost 30 years, helping shape California’s global tourism brand and guiding the industry through economic downturns, wildfires, and the COVID-19 pandemic. During her tenure, Beteta helped lead the creation of the nation’s first statewide tourism assessment program, expanded Visit California’s international offices, and oversaw major global marketing campaigns. The organization also played a central role in industry recovery efforts following natural disasters, economic recessions, and the pandemic. Under her leadership, California’s tourism industry grew into an economic driver that supports about 1.2 million jobs and generates more than $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,” Beteta says. “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.”
The Visit California Board of Directors has launched a global search for a new CEO and formed a search committee chaired by board chair Ken Potrock, an executive at The Walt Disney Co. The board has retained SearchWide Global, an executive search firm focused on the travel, tourism, and hospitality industries, to conduct the search.
“Caroline’s contributions to California’s tourism industry are unparalleled,” says Dan Gordon, immediate past chair of the Visit California Board of Directors. “For 30 years, she has served as a visionary leader, a fierce advocate, and a 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.”
Adds Potrock, “Visit California’s remarkable success in championing the state’s travel and tourism industry is a testament to the organization’s vision and the collaborative spirit that defines our work. At the center of this achievement is Caroline Beteta, whose leadership over the last three decades has elevated Visit California’s reputation locally, nationally, and globally—powered by the overwhelming support of more than 18,000 members statewide. As we begin the search for a new CEO, I’m confident California’s tourism industry is positioned for an even brighter future.”
Beteta says Visit California’s work will continue without interruption during the leadership transition. All Visit California programs and initiatives will continue as planned during the transition period.
“California’s tourism story is bigger than any one person,” Beteta says. “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.”
