‘Meet What’s Possible’ in California
California native Caroline Beteta considers it a privilege to promote her home state as a travel destination in her role as president and CEO of Visit California. She learned firsthand the economic impact travel could bring to a destination during her time at California Trade and Commerce Agency and, later, at Visit California.
“My passion for the industry comes from the universal connection and togetherness travel offers people, no matter your background, beliefs, or other differences,” she says. “The intersection of my passion for the tourism industry and the value tourism can have in shaping a community, or state as a whole, defines my approach to leading Visit California.”
As Beteta explains, Visit California aims to inspire travel to and within the state by embracing a playful, fun-loving, and welcoming attitude and sharing the significant role of travel and its economic impact on the state’s diverse communities. The organization works with thousands of DMOs and tourism partners across the state to share the abundance of experiences available in California destinations. “California truly has something for everyone, and our goal is to ensure everyone knows that.”
Here, Beteta shares how Visit California’s “Meet What’s Possible” campaign and CaliforniaMeetings.com continue to attract meetings and events to The Golden State.
What makes California a great destination for meetings and events?
The same fabric of California’s DNA that makes the state special as a tourism destination is also what makes it a great destination for meetings and events. The abundance of culinary offerings, theme parks, natural beauty, arts and culture, and more translate to amazing event venues and experiences for any industry and bolster event registration numbers.
State-of-the-art venues reflect creativity and innovation. California has more convention centers and direct commercial flights than any other state, making it both diverse in offerings and accessible from anywhere. Plus, the year-round weather adds to our stunning outdoor venue options.
How can planners take advantage of California’s diverse regions and famed attractions to create a one-of-a-kind, only-in-California event experience for attendees?
Across California’s 12 distinct tourism regions, travelers can find everything from beaches, mountains, and deserts to small towns and world-famous cities, giving planners an unparalleled ability to create memorable experiences.
California embraces the spirit of inclusion and champions diversity in destinations, experiences, people, and culture. Destinations are eager to showcase their distinct culture, encouraging planners to incorporate unique elements, such as local chefs, activities, and landmarks, into teambuilding activities.
In your experience, have you found certain areas better suited for specific market segments, consistently attracting certain industries or events year after year?
California is as diverse in its group-focused destinations and meeting offerings as in its abundant experiences and topography. Groups of any need, size, and budget will find the perfect destination to host in California.
The demand for outdoor meetings continues to keep Southern California top of mind, specifically the greater San Diego, Orange County, Palm Springs, and Los Angeles areas. We are finding outdoor events allow smaller cities to be considered for larger-sized groups. For example, in 2025, Huntington Beach will host the Future Proof Festival, a wealth-management conference of more than 4,200 attendees this year. Using outdoor space and multiple venues will show how a destination without a large convention center can accommodate a big group and expand beyond its regular clientele.
The annual Salesforce Dreamforce in San Francisco is a perfect pairing of a destination and company, with innovation and sustainability at their core. The Greater Bay Area is a natural destination for tech-forward meetings.
Which destinations are emerging as new trend cities for meetings and events, and why?
There has been a trend in destinations focusing on sustainability and eco-friendly venue options, including Monterey Conference Center, a LEED Platinum-certified facility in Monterey County, and Golden 1 Center in Sacramento, the country’s first 100-percent solar-powered indoor arena. California is leading the green revolution, with many other destinations across the state excelling in this trend.
Another trending destination for small to medium-sized groups is Lake Tahoe, which recently hosted a valley-wide event for Mountain Travel Symposium. Programming took place in traditional meeting space, while meals and activities extended into the Village at Palisades. This destination can utilize multiple venues and showcase the area’s natural beauty to attendees through rock climbing, whitewater rafting, and other outdoor activities.
How does Visit California’s new meetings-focused website, CaliforniaMeetings.com, help planners considering California for their meetings and events?
CaliforniaMeetings.com showcases 55 group-focused destinations in the state, highlights specific meeting offerings and experiences, and directly connects planners to each destination’s meeting website. The platform purely focuses on planner education and connection—making it easy for planners to see why California is the premier meetings destination—and bridging the gap between planners and destinations.
What incentives are available to planners who perceive California as beyond their event budgets?
The experience attendees have in California is priceless. Regional destination marketing organizations across the state are invaluable in providing insights and direction for planners of any price range and providing resources for deals, offers, and other incentives. CaliforniaMeetings.com
makes it easier than ever for planners to connect directly with those organizations.
What would you want to share about California as a meetings destination that might surprise and resonate with planners?
California’s enduring appeal is its breadth of experiences combined with a uniquely California attitude and an unwavering commitment to innovation and success.
