introducing Caroline Beteta

about caroline beteta

Caroline Beteta serves as president & CEO of the industry-led Visit California, a nonprofit organization created to market California as a premier travel destination to increase the state’s share of tourism-related revenues. She simultaneously serves as a strategic advisor for the Governor’s Office of Business & Economic Development (GO-Biz). She is responsible for implementing Visit California’s global marketing program on behalf of the organization’s 21,000 investors and serves as the lead spokesperson for California’s travel industry. In her tenure, she has overseen a decade of growth for California’s travel industry, peaking in 2019 with a record $144.9 billion in economic benefit to the state. She has shepherded the growth of Visit California into a global marketing franchise and helped restore travel and tourism following numerous natural and economic crises.

Caroline serves as a member of the United States Travel and Tourism Advisory Board, which advises the Secretary of Commerce on issues that affect the U.S. tourism industry. She has previously served as Chair of the Board, as well as Acting CEO for Brand USA, where she provided strategic direction for the $200 million global program, interfacing with national congressional leaders and the administration. 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 and the creation of Brand USA. Caroline currently 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.

Caroline 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.

Caroline 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.