President & CEO, Visit California
Caroline Beteta serves as President & CEO of the industry-led Visit California, a nonprofit organization created to market California as a premier travel destination and to increase the state’s share of tourism-related revenues. She simultaneously serves as the Director of Tourism in California’s Governor’s Office of Business & Economic Development (GO-Biz). In her dual capacity, she is responsible for implementing Visit California’s $126 million global marketing program and serves as the lead spokesperson for California’s $132.4 billion travel industry.
Beteta has shepherded the growth of Visit California into a global marketing franchise whose brand advertising alone generated incremental visitor spending of more than $13.1 billion in fiscal year 2017-18. She
has served as Chair of the Board and Vice Chair of Operations for Brand USA, where she provided strategic direction for the $200 million global program. During a two-year term as National Chair of the U.S. Travel Association, she guided the successful merger of the Travel Industry Association with the Travel Business Roundtable.
She serves on the Executive Committee of the World Travel and Tourism Council —Visit California was the first destination marketing organization invited to join the WTTC. She has received numerous awards for her creative work and leadership in the travel industry, including induction into the U.S. Travel Association’s Hall of Leaders.
Beteta holds a bachelor’s degree in International Relations from the University of California, Los Angeles and a master’s degree in Public Administration/Intergovernmental Affairs from the University of Southern California. She also completed the Stanford Graduate School of Business Executive Marketing Management Program.