CEO Update:  A Look Back at Outlook Forum 2026

Dear Industry Partners,

Last week, more than 800 leaders from across California’s travel industry gathered in Chula Vista for Outlook Forum 2026. It was an opportunity to step back together, reflect on where our industry stands today and look ahead to the opportunities that will shape California tourism for the next decade and beyond.

For me, the week carried special meaning as it was my final Outlook Forum as CEO of Visit California.

Throughout the conference, in conversations with partners and businesses from every region, I felt a deep sense of assurance in what this industry has built together. The story of California tourism has never belonged to one organization or one leader. It has always been shaped by the thousands of businesses, destinations and partners who believe in the power of this industry and the value of working together.

California’s tourism economy remains the largest in the nation thanks to the collaboration, creativity and resilience that defines California’s travel industry.
Those qualities have guided Visit California from the beginning. The organization was founded on a simple idea: California is strongest when our industry invests together and tells a shared story to the world. That principle has carried us through moments of challenge and periods of extraordinary growth, and it continues to shape the work ahead.

Outlook Forum 2026 was a powerful reminder that Visit California’s strength lies in the partnership behind it. An engaged board, a talented staff and an industry committed to this work ensure it will continue with clarity and purpose long into the future.

That spirit carried through the conversations and insights that defined this year’s Outlook Forum. Visit California extends our sincere thanks to the teams at the Gaylord Pacific Resort & Convention Center and the San Diego Tourism Authority for their exceptional hospitality in hosting this year’s Outlook Forum.

During the conference, attendees heard thoughtful perspectives from leaders shaping the future of travel, media and culture. The Amazing Race Executive Producer Elise Doganieri reflected on the power of storytelling to inspire global exploration, while Visit California Board Chair Ken Potrock discussed the major global events that will shape travel in the years ahead. We were also honored to welcome California First Partner Jennifer Siebel Newsom for a conversation about how California’s food story connects tourism with community, wellness and opportunity.

New this year, dedicated pavilions created space for deeper conversations about the forces reshaping our industry. The AI Pavilion and Global Pavilion explored artificial intelligence in travel discovery, the evolving global landscape and the opportunities ahead for California in an increasingly competitive marketplace.

The biennial Poppy Awards celebrated the best in California tourism marketing, honoring the businesses and destination organizations whose creativity, innovation and storytelling continue to bring California’s brand to life around the world. A full list of this year’s winners can be found here.

We ended the week with Visit California’s Winter Board Meeting, where we reviewed upcoming initiatives and priorities and welcomed guest speaker U.S. Travel Association President and CEO Geoff Freeman, who shared insights on the federal landscape shaping the future of travel.

To everyone who joined us in Chula Vista, thank you. Sharing my final Outlook Forum with so many partners who have helped shape California tourism over the years is a moment I will never forget. I was reminded again and again of the people who make this industry so remarkable. Your ideas, energy and partnership will continue to guide California tourism forward.

For a look back at the week, you can view the Outlook Forum 2026 highlights video here.

Early bird registration for Outlook Forum 2027 is now open, and Visit California looks forward to gathering the industry again next year in Monterey. 

Sincerely,
Caroline Beteta
President & CEO
Visit California