California Poaches NYC’s Tourism Chief Ahead of 2028 Olympics

Key Points

• Julie Coker, currently leading NYC Tourism + Conventions and a veteran of Philadelphia and San Diego destination marketing, becomes Visit California's president and CEO on October 1, succeeding retiring three-decade leader Carolina Beteta.
• California's tourism faces headwinds: first-stop international visitor intent fell 5.6% last year and the LA wildfires hurt the state's image, though travel spending hit a record $158.9 billion and supports roughly 1.2 million jobs.
• Leaders are counting on marquee events such as the World Cup and the upcoming Olympics to drive inbound demand and reposition Los Angeles as a global destination.

Summary

Visit California has appointed Julie Coker, currently head of New York City Tourism + Conventions, as its next president and CEO effective October 1, succeeding longtime leader Carolina Beteta, who is retiring after roughly three decades. Coker steps into the role at a challenging moment, as California faces declining inbound international travel—first-stop visitor intent dropped 5.6% last year—compounded by reputational damage from the early-year Los Angeles wildfires. Despite these headwinds, statewide travel spending reached a record $158.9 billion last year and supports about 1.2 million jobs, and tourism leaders are betting that marquee events like the World Cup and the upcoming Olympics can revive demand and reshape the narrative around Los Angeles. Coker brings more than two decades of destination marketing experience, including leadership roles in Philadelphia, San Diego, and New York, and will concurrently serve as a strategic advisor to California's Governor's Office of Business & Economic Development (GO-Biz).