Caroline Beteta is retiring as president and CEO of Visit California in September after nearly three decades. A successor has not been named.
Her departure comes as California prepares to host 14 2026 FIFA World Cup matches in Los Angeles and San Francisco, and the 2028 Summer Olympics in Los Angeles fast approaching.
Beteta, president and CEO of Visit California since January 1998, announced her retirement one week after the latest assessment renewal passed with a 98.3% approval and a turnout of 76.6%.
Visit California operates as an industry-led 501(c)(6) nonprofit, working in coordination with California’s Office of Tourism. Its funding is depends on an industry assessment renewal vote under the California Tourism Marketing Act, that takes place every six years. In a January statement, Beteta highlighted the virtues of a model that is “not imposed by a government body or shaped by political cycles.”
Visit California’s revenue for the 2024 fiscal year was just shy of $160 million, most of which (85.8%) is allocated to marketing. It spent almost $4 million (2.2%) on executive compensation, including a total compensation package of $2.2 million for Beteta, according to ProPublica data. The outgoing CEO had topped Skift’s 2024 list of best-paid tourism marketers, receiving $1.56 million in 2022.
In addition to her role at Visit California, Beteta has served as national chair of the U.S. Travel Association, helping with the merger of the Travel Industry Association and the Travel Business Roundtable, and played a key role in creating Brand USA. She later served as chair of Brand USA’s board and as its acting CEO, and currently serves on the executive committee of the World Travel & Tourism Council.
Visit California’s board, chaired by Ken Potrock, president of major events integration at The Walt Disney Company, has launched a global search for Beteta’s successor. Beteta will remain engaged during the transition period through September.
