After nearly three decades at the helm of Visit California, Caroline Beteta has announced that she will retire from the post of president and CEO this coming September.
Over the course of her tenure, California’s tourism industry has seen significant growth, reaching a record $157.3 billion in travel-related spending in 2024.
“When I reflect on the past 30 years, what stands out most is not any single campaign, milestone or headline — it is the people, the partnerships and the belief we share in the power of travel to lift communities, create opportunity and connect the world to California’s extraordinary story,” Beteta said in a statement announcing her upcoming retirement.
Beteta also revealed in her statement that the Visit California Board of Directors has begun the search for the organization’s next leader, and that she will remain engaged throughout the transition. The organization’s programs, campaigns, partnerships and priorities will continue “without interruption.”
Outside of her work with Visit California, Beteta has served as acting CEO for Brand USA, and has spent a two-year term as national chair of the U.S. Travel Association. Beteta is also on the Executive Committee of the World Travel and Tourism Council.
“I am incredibly proud of what we have created — a world-class marketing organization, a strong and trusted governance model and a statewide network of partners who collaborate with purpose and heart,” Beteta added in her statement. “This work has always been bigger than any one individual. It belongs to the thousands of leaders, operators, marketers, advocates and community partners who show up every day to make California welcoming, vibrant and competitive on the world stage.”
