- Julie Coker brings over 30 years of hospitality and marketing experience.
- Coker assumes the president and CEO role on 1 October 2026.
- California recorded 158 billion dollars in visitor spending in 2025.
- The appointment followed a comprehensive global search.
- Coker served previously at NYC Tourism and Conventions and San Diego.
Visit California has named Julie Coker as its next president and CEO. Coker succeeds Caroline Beteta and assumes the role on 1 October 2026.
Coker brings more than three decades of experience in hospitality and destination marketing. She most recently served as president and CEO of NYC Tourism and Conventions. The appointment follows a global search led by a committee of board members.
California travel economy surpassed 158 billion dollars in visitor spending in 2025. Coker previously led organisations in Philadelphia and San Diego. She serves on the executive board of the US Travel Association.
Ken Potrock shared “After a rigorous and wide-ranging global search, Visit California is proud to welcome Julie Coker as our next president and CEO.”
Julie Coker shared “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.”
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