SACRAMENTO, Calif. – Visit California today announced that longtime President & CEO Caroline Beteta will retire from her role in September 2026, concluding three decades of transformative leadership building California’s tourism economy and global brand.
Visit California’s Board of Directors has launched a global search for Beteta’s successor. Beteta will remain fully engaged in day-to-day operations through the transition to ensure continuity across all programs and partnerships.
“For nearly 30 years, leading Visit California and representing this incredible state has been the honor of my professional life,” Beteta said. “I am immensely proud of what we have built together — a world-class marketing organization, a powerful global brand, and a strong, unified industry that understands the profound value of tourism to California’s economy and communities. With the organization on such solid footing and a talented leadership team in place, this is the right time to begin planning for the next chapter.”
Visit California board leadership has formed a Search Committee to oversee the recruitment process. The committee is chaired by Ken Potrock, Board Chair and executive at The Walt Disney Company, and includes Kurt Stocks, President & General Manager, LEGOLAND; Kevin Fat, Chief Executive Officer, Fat Family Restaurant Group; Shuaib Bulhan, Division Vice President, Western Operations, The Hertz Corporation; Dan Gordon, Immediate Past Board Chair and CEO, Gordon Biersch; Terry Lewis, Area Vice President, Operations, Hilton Worldwide; and Sima Patel, CEO, Ridgemont Hospitality and Past Board Chair.
“Visit California’s remarkable success in championing the state’s travel and tourism industry is a testament to the organization’s vision and the collaborative spirit that defines our work,” said Ken Potrock, chair of the Visit California Board of Directors. “At the center of this achievement is Caroline Beteta, whose leadership over the last three decades has elevated Visit California’s reputation locally, nationally, and globally — powered by the overwhelming support of more than 18,000 members statewide. As we begin the search for a new CEO, I’m confident California’s tourism industry is positioned for an even brighter future.”
The Board has retained SearchWide Global, a leading executive search firm specializing in the travel, tourism, and hospitality sectors, to conduct the search. The search effort is led by Mike Gamble, Chairman & CEO at SearchWide Global.
Over the course of her three decades with Visit California, Beteta has helped shape California’s position as one of the world’s most desirable destinations. She led the organization through major milestones, including the creation of the nation’s first statewide tourism assessment program, the launch of iconic global marketing campaigns, the expansion of Visit California’s international offices, and industry-wide recovery efforts following wildfires, economic downturns, and the COVID-19 pandemic. Under Beteta’s leadership, California’s tourism industry has grown into an economic engine that directly supports 1.2 million jobs for California workers and generates more than $150 billion in annual visitor spending.
“Caroline’s contributions to California’s tourism industry are unparalleled,” said Dan Gordon, immediate past chair of the Visit California Board of Directors. “For 30 years, she has served as a visionary leader, a fierce advocate, and a trusted partner to industry, government, and community leaders. California’s tourism success story is intricately linked to Caroline’s leadership, and the board is profoundly grateful for her service.”
All Visit California programs, campaigns, and initiatives will continue as planned during the transition period.
“California’s tourism story is bigger than any one person,” Beteta added. “I have every confidence that Visit California’s next leader will build on this strong foundation and continue to position our state on the world stage. I will be forever grateful for the privilege of championing California and working alongside such an extraordinary team on behalf of this industry.”
