Julie Coker has been named the new President and CEO of Visit California. The announcement was made by Ken Potrock, Chair, Board of Directors and Selection Committee for Visit California on behalf of the organization’s board of directors.
Coker’s appointment is effective Oct. 1, 2026.
In making the announcement, Potrock said that: “This is an important moment for California tourism. Our industry is navigating real headwinds and evolving market dynamics even as it continues to demonstrate resilience and strength, generating $158.9 billion in travel-related spending in 2025.”
And he continued: “That strength reflects the alignment and shared belief across this industry, including Visit California’s 18,000+ investors. It was also evident in the 98.3% approval of the latest marketing renewal referendum, a powerful statement of unity and confidence in our mission and future. What’s ahead is even more significant.”
He also noted that: “In the wake of the FIFA World Cup, California will continue to take center stage as we welcome the world for Super Bowl LXI, the 2028 Los Angeles Olympic and Paralympic Games and more. These are once-in-a-generation opportunities to reinforce California’s position as one of the world’s most compelling destinations while growing demand and strengthening communities.”
Potrock said that: “The opportunity before us is generational and calls for a leader with exceptional range and a track record of results. Julie is exactly that leader.”
Coker brings over three decades of experience across hospitality, destination marketing and tourism. She began her career at Hyatt, spending 21 years rising to General Manager of the Hyatt Regency Philadelphia, building a foundation that continues to shape how she leads.
At the Philadelphia Convention and Visitors Bureau, Coker helped lead the 2016 Democratic National Convention and the 2017 NFL Draft, generating $325 million in economic impact.
At the San Diego Tourism Authority, the city saw $14.3 billion in visitor spending, more than 200,000 tourism jobs restored and a 93% member retention rate, with San Diego ranking third nationally in hotel occupancy. Most recently, as President and CEO of NYC Tourism + Conventions, she has led one of the world’s most recognized destination brands toward record visitation.
Coker is an exceptional marketer who knows how to build coalitions, navigate complexity and drive measurable outcomes for the operators, partners and communities that depend on a thriving travel economy. She has delivered in convention and leisure markets both domestically and globally, in challenging environments and at moments of opportunity. That range matters for California.
She also brings deep familiarity with Visit California. She has served as Vice Chair of Marketing, a member of the Executive Committee and a member of the Nominating Committee, developing a strong understanding of the organization, its leadership team and its mission. That familiarity will help accelerate the transition and allow her to build on our momentum from day one.
As well, Coker is a respected national voice for travel and tourism, having served as co-chair of the U.S. Travel Association’s Meetings Mean Business Coalition, secretary-treasurer for the International Association of Exhibitions and Events Executive Committee and currently on the executive board of the U.S. Travel Association. She was also appointed to the U.S. Department of Commerce’s U.S. Travel and Tourism Advisory Board.
And Potrock also recognized Visit California’s outgoing leader, writing that: “None of this momentum exists without the leadership of Caroline Beteta. Over three decades, Caroline helped build Visit California into one of the most respected destination marketing organizations in the world and established a model of statewide collaboration that brings our industry together. The 98.3% renewal vote reflects the trust, alignment and shared ambition she helped create across this industry.”
He noted that: “Julie will assume her role in early fall, as Caroline begins her retirement in October. A thoughtful transition is underway to ensure continuity and focus of Visit California’s programs, campaigns and partnerships.”
In closing, Potrock observed: “The world is turning its attention to California. We are ready. And with Julie’s vision for our future, Visit California is well positioned for the next era of growth and opportunity.”
