After nearly three decades leading Visit California, President and Chief Executive Officer Caroline Beteta has announced her intention to retire in September 2026. The announcement was made on 15 January 2026 and marks the conclusion of one of the most influential leadership tenures in U.S. destination marketing.
In a message to California’s tourism industry, Beteta said the decision followed careful consideration. She noted that the organisation is entering the transition from a position of strength and stability. A long-tenured leadership team remains in place, while industry support was reaffirmed through record participation in the recent tourism assessment renewal vote.
Reflecting on nearly 30 years of service, Caroline Beteta said the most meaningful achievements were not individual campaigns or headlines. Instead, she pointed to partnerships and a shared belief in tourism’s ability to strengthen communities, create opportunity, and connect the world to California. During her tenure, Visit California launched the nation’s first statewide tourism assessment programme and significantly expanded its global reach. The organisation also delivered internationally recognised campaigns that highlighted the state’s diversity, creativity, and openness.
Her leadership spanned some of the most challenging periods in modern tourism history. These included economic downturns, the 9/11 terror attacks, wildfires, natural disasters, and the COVID-19 pandemic. Throughout these disruptions, Beteta credited the industry’s resilience and collaboration for maintaining confidence in California as a destination.
Beteta described the recent renewal vote as especially significant. Beyond its financial impact, she said it represented a clear endorsement of trust and shared stewardship. It also reflected a united industry aligned around long-term strategy and governance.
Looking ahead, Beteta confirmed she will remain fully engaged throughout the transition period. Visit California’s programmes, partnerships, and global campaigns will continue without interruption. The Board of Directors has launched a comprehensive international search for her successor, a process she said she fully supports.
She also plans to remain active at key industry events throughout 2026. These include upcoming forums where the organisation will continue to build momentum and shape its next phase of growth.
Concluding her message, Beteta expressed deep gratitude to California’s tourism community. She described her tenure as the privilege of a lifetime and thanked industry leaders, operators, marketers, and partners for their continued trust and collaboration.
The retirement of Caroline Beteta will mark the end of an era for Visit California. It also signals the beginning of a carefully managed leadership transition for one of the world’s most influential destination marketing organisations.
