When Caroline Beteta started at Visit California in 1998, the tourism budget was USD$3.5 million. Now it’s USD$140 million (around AUD$203.8 million) per year. As California pitches itself to the world as the ‘Ultimate Playground’, she shares that the brand playbook comes down to global partnerships and industry growth.
The destination marketing organisation has long capitalised on its brand internationally and is active in 13 markets globally, including Australia and New Zealand, strengthening long-term relationships through in-person engagements.
The Visit California President & CEO said California’s unique appeal and welcoming spirit make it a global playground, attracting international travellers.
“In what makes California so powerful as a travel destination, those four key words: diversity, creativity, openness and freedom. International travellers have helped shape the California story,” Beteta said.
“And the next chapter, well, it’s going to be written by all of us together. We all know global perceptions of the US are complicated, but our message here in California is simple: California welcomes the world.
“That spirit, paired with the state’s incredible abundance, continues to make California the ultimate playground.”
In 2025, the state visitor economy generated USD$159 billion (around AUD$231.4 billion) in visitor spend (up 1.7% year-on-year) and 1.2 million jobs.
Beteta said the results are positive compared to the rest of the US and reflect decades of investment in California’s brand and the industry’s ability to adapt and evolve.
“California’s embarrassment of riches gives travellers a true reason to keep coming back, and of course, that emotional connection translates into real economic strength and growth for our industry,” she said.
As the Ultimate Playground, California is leaning into sports tourism in a big way, supported by a USD$30 billion modernisation project to improve infrastructure and the traveller experience.
The state is set to host 14 FIFA World Cup matches in two cities – Los Angeles and San Francisco, including one attended by Aussie travel advisors – showcasing its hospitality and infrastructure ahead of the 2028 Olympic and Paralympic Games in LA.
It will also host Super Bowl LXI (61) in LA next year, partnering with the NFL for international expansion, including regular-season games in Melbourne and Mexico City.
California will welcome 74 new properties and 8,000 new hotel rooms by the end of 2026 and also reached an important milestone with the reopening of Highway 1, linking LA and San Francisco, along with celebrating the Route 66 Centennial.
Beteta, who announced her retirement in September 2026 earlier this year after almost three decades of leadership, said “resilience” was the word that best summed up her tenure at Visit California, which has included navigating 9/11, wildfires, COVID and more.
“California definitely has its share of challenges, some are shared from a US perspective and some of them are global,” she said.
“The reason why I answer ‘resilience’ is because the playbook is always different, you do become grounded in what we all understand this travel industry represents, and that is pushing forward.
“It’s been an incredible journey, friendship and partnership, and thank you for your belief in the California dream,” she told the international travel media at IPW 2026 during the Visit California press conference attended by Karryon.
“While leadership evolves, California spirit and momentum only continue to grow. I could not be more excited about what comes next.”
Beteta will be succeeded by Julie Coker, who is currently President & CEO of New York City Tourism + Conventions, effective 1 October 2026.
