CEO Update: Announcing my retirement

Caroline Beteta, President and CEO of Visit California, has announced she will retire in September 2026 after three decades of leadership at the helm of the state’s destination marketing organization.

Her announcement comes at a time of strength for both the organization and the broader tourism industry. The recently passed renewal referendum drew record participation, with 76.6% of eligible businesses casting ballots and 98.3% voting in favor — a resounding affirmation of confidence in Visit California’s strategic direction. The outcome sets the stage for a smooth and deliberate leadership transition.

Over her tenure, Beteta led the development of California’s first statewide tourism assessment program, built a globally recognized brand and launched award-winning campaigns that drove record visitation and spending across every region of the state.

Under her leadership, Visit California expanded international marketing efforts, strengthened public-private partnerships and established a governance model that has become a national standard for destination marketing organizations. The organization has also played a vital role in guiding the industry through historic disruptions, including economic downturns, natural disasters and the COVID-19 pandemic.

Beteta will remain fully engaged through the transition. The Visit California Board of Directors has launched a comprehensive global search for her successor, ensuring continuity in leadership, strategy and execution.

With strong organizational foundations, trusted partnerships and a united industry, Visit California is well positioned to continue championing California as a premier global travel destination.