Visit California, Caroline Beteta announces to Renew

Caroline Beteta president and CEO of Visit California announces: The Industry Voted “Yes!” to Renew Visit California.



California’s tourism industry has given a resounding “Yes” to the Visit California Marketing Renewal, which extends the organization’s funding through 2025.

The renewal passed with 95% of votes in favor — the highest approval rating since Visit California’s inception, even among the largest pool of voting stakeholders to date.

The united tourism industry support reinforces that the state’s innovative model of tourism marketing is working. Visit California’s ability to guide long-term, global strategies has contributed to significant growth in tourism revenue over the past decade. In the years ahead, the organization’s stability and vision will help California maintain its position as the No. 1 U.S. tourism destination in an increasingly competitive and complex market.

Guided by doing for the industry what can’t be done alone, Visit California will continue to operate efficiently and collaboratively to maximize the value it delivers to its partners.

Thank you for your overwhelming support and confidence in the industry-led California global marketing program that delivers billions of dollars in visitor spending to the state’s hotels, rental car companies, restaurants, attractions, retailers and thousands of other businesses in every community across the state.

Let’s continue the progress we have made in promoting California to the world.

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). Beteta is responsible for implementing Visit California’s $116 million global marketing program and serves as the lead spokesperson for California’s $126.3 billion travel industry. She has shepherded the growth of Visit California into a global marketing franchise delivering millions of visitors and billions of dollars of economic growth to the state every year.




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