Ask Visit California President & CEO Caroline Beteta about her path into the destination marketing industry, and she will share that she has always been interested in the power of connection in bringing people together, particularly those who may otherwise have different goals and business objectives. 

A California girl through and through, Beteta grew up and went to school in the southern part of the Golden State, graduating from UCLA with an undergraduate degree in political science, earning her masters in public administration, and completing the Stanford University Graduate School of Business Executive Marketing Management Program.

Ready to kickstart a career that would eventually lead to a successful, award-winning tenure in the destination marketing industry, the California native cut her teeth working in federal government relations services, then for the California Trade and Commerce Agency as deputy cabinet secretary, marketing and communications. 

But it wasn’t until more than six years later that Beteta homed in on her passion for travel and found her professional home at Visit California, where she has served as its dedicated president and CEO for nearly three decades. 

“I have long been passionate about travel and the power traveling has on your perspective,” Beteta said. “Whether I had gone abroad or was traveling through the Golden State, I always felt incredibly lucky to call California home. When I had the opportunity to be a part of Visit California, that passion continued to grow in new ways. When you look at the economic impact of travel to a destination it is incredibly eye opening – those dollars spent help shape a community.” 

She added, “Leading Visit California has meant bringing many different organizations, businesses, and political leaders together over the years. It is exciting to see what can come out of these meetings – after all, Visit California wouldn’t be what it is today without this approach.” 

During her illustrious tenure at the non-profit organization, Beteta has expertly shepherded Visit California’s evolution into a global marketing franchise. Besides overseeing a decade of growth for California’s travel industry, which peaked in 2019 with a record $144.9 billion in economic benefit to the state, she has also worked tirelessly to restore travel and tourism following numerous natural and economic crises, including the COVID pandemic. 

Along with leadership responsibilities at the DMO, Beteta simultaneously serves as a strategic advisor for the Governor’s Office of Business & Economic Development (GO-Biz), where she is responsible for implementing Visit California’s global marketing program on behalf of the organization’s more than 18,000 investors and is the lead spokesperson for California’s travel industry.

Endlessly passionate about giving back to the industry she loves, Beteta boasts an extensive list of travel and tourism industry advisory and leadership roles and accolades, including previously serving as Visit California’s board chair and acting CEO for Brand USA. She also served a two-year term as national chair of the U.S. Travel Association, where she guided the successful merger of the Travel Industry Association with the Travel Business Roundtable, as well as the creation of Brand USA. She was also recently elected vice chair of U.S. Travel’s Executive Committee, serves on the Executive Committee of the World Travel and Tourism Council (WTTC), and was inducted into the U.S. Travel Hall of Leaders in 2016.

We had a chance to catch up with this industry powerhouse to hear what it was like to once be one of few women leaders in the DMO C-suite, the challenges she faced getting Visit California started in 1998, how her passion for connection and collaboration has helped the organization grow and succeed, and what she loves most about the scenic destination she calls home.

You have served as the organization’s president and CEO for more than 26 years. When you started your leadership position, what was the general sentiment toward female DMO leaders?

I have certainly been in many rooms that are male dominated but remembering what you are there to accomplish is key to not letting anything shake your confidence. These days, I find myself in great company, especially here in California, from Julie Coker at San Diego Tourism Authority to Kathy Janega-Dykes, who has been with Visit Santa Barbara for 20 years now!

What has leading the organization been like for you over the years? What have been your biggest challenges, and what accomplishments are you most proud of?

Frankly, one of the biggest obstacles and resistance I have faced was getting Visit California off the ground. Tourism was an afterthought in California, and it was up to those in the tourism industry to convince politicians otherwise. But bringing everyone to the table was the key to finding the common ground that everyone could agree on. Not only that but also keeping the vision for Visit California top-of-mind was key to navigating those conversations and moments of resistance. 

I am so proud of where this organization stands today – 25 years ago, Visit California was a much different, much smaller organization. But as the organization has grown, it has been important to build a foundation of collaboration and support to guide this ship. There is no doubt that I couldn’t do my job without an incredible team at Visit California. Our VPs of marketing, communications, and operations do an incredible job of leading their teams and collaborating across the organization. 

And it’s also important to note our support system that goes beyond the immediate organization through our network of DMOs across the state. California’s tourism industry has a unified voice that has come with years of collaborating with these DMOs and our thousands of tourism partners.

Do you believe the destination marketing industry is “keeping up with the times” when it comes to gender parity in leadership?

I am proud to be in an industry that values female leadership and has made good progress on this front in my lifetime. In tourism and any industry, the more that ambitious young women can see themselves reaching the very upper echelon of the industry, the more likely they will be to see value in committing their time and energy to that organization. You can see this firsthand at Visit California, where our executive team is half female and about two-thirds of the staff are women. I encourage any young woman to do the research and find organizations they believe in, that they can see themselves in. Being proactive is a great way to define your path!

What are the qualities that women bring to CVB leadership that empower them to excel at their jobs?

All organizations thrive when different opinions and life experiences are brought to the table to compose a diverse team. Women in particular are often credited with being strong collaborators and communicators, both of which are crucial in this industry. Research also tells us that women are most often the decision makers for purchase decisions in the household when it comes to travel. In my mind, these reasons reiterate the value of assembling a diverse cross-section of women to offer fresh perspectives to keep our strategies relative and realistic but also wide-reaching.

What can the business event and destination marketing industry do to help create more gender and racial parity in the C-suite?

The industry has made good progress on this since the beginning of my career, and highlighting the existing representation is key to bringing more ambitious young women to tourism, as they can see themselves thriving in this industry. 

At Visit California, we adopted the motto “All Dreams Welcome,” which embraces California’s cultural diversity and spirit of inclusivity. I mention this because you need a staff that reflects the diversity of California’s residents and visitors for this message to ring true. Visit California is continuously striving to develop an organization that fully reflects California’s incredible diversity. Our staff-led diversity and inclusion team identified opportunities to make our company more welcoming to everyone, from rethinking our hiring practices or just the experience of visiting the office. You can see our commitment to diversity and “All Dreams Welcome” across our online, print, and television marketing.

What do you love most about California and why should more meeting planners and trade show organizers consider the destination for their events?

One of California’s enduring appeals is its cultural diversity and spirit of inclusion. It draws people to live in and visit the Golden State. This blending of cultures, ethnicities, and lifestyles cultivates the “you-do-you” attitude that California has long been known for and solidifies the message that this is a place where you can be yourself. 

Combining our vast diversity and adventurous nature, meeting and trade show attendees can enjoy an endless array of culturally immersive experiences and activities. California’s destinations are eager to showcase their distinct identity, encouraging attendees to understand and experience what makes them special, and support meeting planners in incorporating these elements into their meeting and event.

Lead photo: Caroline Beteta speaking at the California Caucus during U.S. Travel’s IPW trade show, held May 3-7, 2024, at the Los Angeles Convention Center.

Know a dynamic female event industry leader who deserves some time in the spotlight? Please reach out to lisa.savas@informa.com and danica.tormohlen@informa.com.

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