Bringing over three decades of experience in hospitality and destination marketing, Coker most recently served as President & CEO of NYC Tourism + Conventions. In her new role, she will lead Visit California’s efforts to promote the state as a premier global travel destination while also serving as a strategic advisor to the Governor’s Office of Business & Economic Development (GO-Biz).
The appointment follows a comprehensive global executive search led by Visit California’s Board of Directors in partnership with SearchWide Global. Board Chair Ken Potrock said Coker’s proven leadership and extensive experience in destination marketing make her the ideal choice to build on Beteta’s legacy and strengthen California’s position as one of the world’s leading tourism destinations.
Coker’s career began with Hyatt, where she spent 21 years before moving into destination marketing leadership. She later served as President & CEO of the Philadelphia Convention and Visitors Bureau and the San Diego Tourism Authority, where she successfully guided the destination through the pandemic recovery, helping generate $14.3 billion in visitor spending. Most recently, she led NYC Tourism + Conventions and currently serves on the executive board of the U.S. Travel Association and the U.S. Department of Commerce’s Travel and Tourism Advisory Board.
Expressing her enthusiasm, Coker said leading Visit California is both an honour and a tremendous opportunity, adding that she looks forward to working with industry partners to capitalize on California’s growing global tourism momentum over the coming years.
Her appointment comes as California’s tourism industry continues to post strong growth, with visitor spending surpassing $158 billion in 2025 and Visit California receiving a record 98.3% approval rating in its latest statewide marketing renewal referendum.
Outgoing President & CEO Caroline Beteta welcomed the appointment, stating that Coker’s experience, vision and deep understanding of California’s tourism sector position her well to lead the organisation into its next phase of growth.
The appointment has also been endorsed by industry leaders, with U.S. Travel Association President & CEO Geoff Freeman describing Coker as one of the country’s most accomplished destination marketing executives and expressing confidence that her leadership will further strengthen California’s tourism economy.
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