Posted by Danica Tormohlen on 27 June 2026
Coast to Coast: Julie Coker Takes Visits California Top Spot
Visit California's Board of Directors unanimously selected Julie Coker as President and CEO, effective Oct. 1, 2026, a far-reaching selection for a state with vast international appeal.
Coker succeeds Caroline Beteta, who retires after three decades building Visit California into one of the industry's most respected destination marketing organizations.
Coker is returning to California after leading San Diego Tourism Authority from 2020 to 2024, where she helped the city achieve $14.3 billion in visitor spending, restore more than 200,000 tourism jobs, and rank third nationally in hotel occupancy with a 93% member retention rate.
California tourism is in the midst a once-in-a-generation moment, fueled in large part by premier sports events. The moves comes after Los Angeles has hosted two United States World Cup matches at SoFi Stadium, the venue for Super Bowl LXI in 2027. The Summer Games follow in 2028 and California figures to play a major role in the 2031 Women's World Cup.
Amid that backdrop, the state's destination marketing organization is bringing back a proven leader who already delivered results in the Golden State.
A California comeback
Coker spent nearly five years leading San Diego's tourism recovery and growth before taking the helm at NYC Tourism + Conventions in December 2024. Now she's heading back west to lead the entire state's destination marketing efforts.
Career trajectory
Current: President and CEO, NYC Tourism + Conventions (Dec 2024–Present)
2020–2024: President and CEO, San Diego Tourism Authority
2010–2020: Philadelphia Convention and Visitors Bureau, rising from Senior VP to President and CEO (helped generate $325M in economic impact from 2016 Democratic National Convention and 2017 NFL Draft)
1989–2010: 21 years at Hyatt Hotels, rising to General Manager of Hyatt Regency Philadelphia
Industry leadership credentials
Co-chair, U.S. Travel Association's Meetings Mean Business Coalition
- Secretary-Treasurer, International Association of Exhibitions and Events Executive Committee
Executive Board member, U.S. Travel Association
Appointee, U.S. Department of Commerce's U.S. Travel and Tourism Advisory Board
- $158.9 billion in travel-related spending in California (2025)
- 18,000+ Visit California investors
- 98.3% approval rate for latest marketing renewal referendum
"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," said Ken Potrock, Chair of Visit California's Board of Directors and Selection Committee.
Why now matters
Why now matters
As one of only two states with two host cities for the 2026 FIFA World Cup (Texas is the other), California is preparing to host a series of marquee global events:
Super Bowl LXI, which will take place on February 14, 2027, at SoFi Stadium in Inglewood, CA
2028 Los Angeles Olympic and Paralympic Games
2031 Women's World Cup (almost assured to be in L.A.)
The transition
Coker brings institutional knowledge to the role, having served Visit California as Vice Chair of Marketing, Executive Committee member, and Nominating Committee member. A thoughtful transition is underway with Beteta to ensure continuity of programs, campaigns, and partnerships.
The bottom line: California is betting on a leader who has already proven she can deliver results in the state's most competitive tourism market—and who understands the complexities of destination marketing at the highest level.
Photo Credit: Visit California
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