Accolade
Caroline Beteta on 30 Years Branding the Golden State
Starting at the beginning, Caroline Beteta, President & CEO, Visit California, connected with Acclaim! Accolade’s Todd McElwee to reflect on her career, Visit California’s development and those with whom she’s had the distinct pleasure of working with.
McElwee: Above all else, you want a visitor who is leaving California to feel what?
Beteta: I want every visitor to feel like they truly belonged here, experiencing the open and inclusive lifestyle that defines California. Through the worldclass experiences delivered by tourism businesses across the state, visitors should leave with a sense of connection and transformation, as though they didn’t just visit California, they felt it.
I also want them to feel inspired to return, knowing there are always more memories to be made. Travel is a powerful force for growth, shaping perspectives and building lasting memories.
the strongest tourism industry in the nation.
McElwee: What’s been the biggest challenge you’ve faced during your time leading Visit California?
Beteta: The greatest test was navigating crises, none more challenging than 9/11. It shook the nation to its core, and travel declined immediately. At the same time, the state of California faced a $34 billion budget deficit, eliminating state matching funds for Visit California just as the organization was establishing itself.
Visit California was in its first industry renewal vote when the attacks occurred, with ballots already in the mail. The situation threatened to undo much of the progress made to establish our tourism marketing model.
In that dark moment, our tourism industry came together with extraordinary unity, passing the renewal with 84% approval and growing the organization’s budget to $12 million. It remains a defining example of resilience, with lessons that have guided California tourism through more than two decades of both challenge and growth.
and authenticity.
Together, this alignment of industry unity, organizational strength and brand power ensures California tourism is well prepared for what comes next.
McElwee: Where can we find you after you step away?
Beteta: I’m looking forward to shifting from a business traveler to a leisure traveler – spending more time experiencing travel for enjoyment, connection, discovery and play. You’ll likely find me outdoors whenever possible, especially near water or in the mountains, and spending more time with family. I’m most excited to lean into the next chapter, one that brings a slower pace and hopefully includes an unhurried California road trip or two… or three or four!
McElwee: How would you like to say goodbye to Visit California, members and stakeholders?
McElwee: Everyone I’ve corresponded with has spoken of you as a friend. Describe the personal connections you’ve made leading the DMO.
Beteta: One of the greatest privileges of leading this organization has been the relationships built along the way. The California tourism industry is uniquely unified, aligned in vision and in the trenches together, navigating both challenges and opportunities.
McElwee: How is Visit California positioned to meet the biggest challenge your successor will encounter?
Beteta: Visit California is well positioned to continue its success with a long-tenured leadership team in place, and an industry more unified than ever, reflected in the 98.3% approval rate and record high participation in support of our shared mission.
Part of our secret sauce from
Part of our secret sauce from the very beginning has been that the people funding the program are the people driving the program — tourism businesses across the state.
As I reflect on my career, none of this was done alone. The success of Visit California is a direct result of partnerships across the state. Industry leaders have become both trusted collaborators and personal friends. Our synergy is what makes California
the very beginning has been that the people funding the program are the people driving the program — tourism businesses across the state. Under industry leadership and powered by the industry’s investment, Visit California has cultivated a powerful global brand rooted in credibility
Beteta: Without a doubt, this industry is the envy of the nation – defined by passion, hard work and an unwavering commitment to California and to one another. You represent an extraordinary place, unmatched anywhere in the world. You are the keepers of this California kingdom – the brave, rugged entrepreneurs who bring it to life every day and create the “glow effect” that defines the Golden State to the world.
My farewell is simply gratitude for the trust, partnership and passion for California. It has been the honor of a lifetime and I will never forget you.
Origin Story
McElwee: What was your initial goal for Visit California?
Beteta: I stepped into the role with a responsibility to help carry forward the shared vision California’s tourism industry had set in motion. The opportunity was clear, but the structure needed was still taking shape.
I approached it with a servant mindset, focused on delivering value to tourism businesses across the state by elevating California as a premier global continued on page 4
destination.
Since those early days, my focus has been on sustaining a resilient, partnership-driven platform that grows with the industry, adapts to shifting landscapes and reinforces the value of a coordinated approach to marketing California.
McElwee: Was there a moment you knew the DMO was really starting to have an influence, and, if so, what was it?
Beteta: A defining moment was the first industry renewal in 2001, held in the immediate aftermath of 9/11. Travel had been deeply impacted, and the organization was still finding its footing, yet the industry voted with 84% approval to move forward. That level of support in such an uncertain time was a clear mandate and a powerful signal that the model was working.
Since then, every six-year renewal has reinforced that momentum. Referendums serve as an important reminder to stay focused on collaboration, accountability and delivering results for the entire industry.
McElwee: Describe the California consumer facing brand and how it has evolved, particularly in today’s media environment.
Beteta: The California brand is rooted in authenticity, reflecting the diversity and spirit of the Golden State as a place of possibility.
Over time, it has evolved from “California: Find Yourself Here,” which unified the state’s many experiences into a global invitation, to “Dream Big,” which celebrated ambition, creativity and the people shaping culture.
During the pandemic, the brand shifted to sustaining an emotional connection to California when travel was not possible, keeping the spirit of the destination alive and positioning the industry for a rapid recovery.
In 2024, “The Ultimate Playground” reflected a cultural moment that emphasized joy, freedom and the essential role of play in wellbeing, reinforcing that no matter how you play, California has a place for you.
Across every evolution, the brand has remained grounded in authenticity and designed to maximize value for stakeholders while consistently showcasing the best of California to the world.
McElwee: How can the brand continue to develop?
Beteta: The California brand will continue to evolve based on research data and a clear understanding of the global travel landscape. Every decision is informed by traveler insights and industry feedback, ensuring the brand remains relevant to consumers and designed to deliver measurable ROI for the industry.
Just as the brand has adapted from the rise of the internet to digital and social media, Visit California will stay nimble as new technologies emerge, including AI and other tools reshaping how travelers discover and engage with destinations.
The focus will remain on purposeful innovation, using new capabilities to tell California’s story more effectively while staying true to the authenticity and emotional connection that define the California brand.
Sonoma County Tourism sincerely thanks Caroline for the many years of dedicated service to California’s tourism & hospitality sector. Your innovative leadership has made a lasting impact on California’s economy, our team, and the mission that we serve.
We so appreciate the many opportunities you’ve provided for SCT to connect with key clients and potential travelers in both domestic and international markets. And, we applaud the work you’ve done to advocate for issues impacting the wine, agriculture, and sustainable travel sectorsall core to the success of our destination.
Wishing you all the best in what comes next. Cheers to your extraordinary career.
Sincerely,
The Sonoma County Tourism Team
Commissioner Emeritus Bob Roberts, Richard Branson, Visit California President & CEO Caroline Beteta, Rick Lorne
Caroline, You Set the Wave in Motion
Here in Huntington Beach, we feel it every day. In the way our meetings and events come to life. In the energy that carries from our coastline through downtown. In the moments we create for every person who finds their way here. Because of your vision, places like ours have grown into something more. More connected. More meaningful. More effortless. There is a rhythm here now. A momentum you can feel. A sense of what is possible. That is what you set in motion.
THANK YOU!
Caroline Beteta’s leadership has had a profound impact on Pasadena and how our destination is recognized on both national and global stages. Through her vision, passion, and advocacy for California tourism, Caroline has championed the power of destination storytelling and created opportunities for communities like Pasadena to shine. Her bold leadership and pioneering spirit are an inspiration, and her legacy will carry on for years to come.
Thank you, Caroline. We wish you all the best in your next chapter.
With gratitude, Visit Pasadena
CONGRATS, CAROLINE!
The Ultimate Visionary
For over three decades, Caroline Beteta has led Visit California with vision, heart, and an unwavering belief in the power of travel to inspire and connect people from around the world. Through her leadership, California has become more than a destination where you can “Dream Big”; it has become the “Ultimate Playground” for visitors seeking unforgettable experiences, meaningful connections, and lasting memories.
Caroline’s passion for the state of California and the people and communities that make it so special has left an extraordinary mark on the state’s tourism and on all of us fortunate enough to work alongside her. Thank you for your remarkable leadership, partnership, and the lasting legacy you leave for generations to come.
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Caroline Beteta President & CEO
Visit California Sacramento, CA
Dear Caroline,
Thank you for your extraordinary stewardship of Visit California – and congratulations on your retirement!
Across three decades, you have built an extraordinary legacy that has helped ensure California remains the number one destination in the nation. And under your leadership, travel spending has reached a record $158.9 billion, delivering meaningful economic benefits to communities across every region of the state.
California’s tourism industry stands as a powerful example of economic success, grounded in resilience, innovation and global appeal. Today, the state’s travel and tourism sector continues to outpace national trends and serves as a critical economic engine for communities large and small.
Over the course of your career, you have navigated complex policy landscapes and periods of tremendous uncertainty with steady leadership and unwavering professionalism. And in doing so, you have strengthened California’s tourism industry, supported businesses across the state and helped cultivate one of the most recognized and enduring global brands.
As you begin this next chapter, we celebrate not only your remarkable career, but also the lasting impact of your contributions to California. I hope your retirement brings you the time to fully enjoy the very best of the state you have so brilliantly invited others to explore.
Again, congratulations, and thank you for your service,
Dee Dee Myers Senior Advisor to the Governor Director, Governor’s Office of Business and Economic Development (GO-Biz)
caroline beteta: CALIFORNIA DREAM MAKER
“Dream Big” isn’t just a line. It’s a leadership mantra. A way of thinking. A way of living the brand.
With Caroline Beteta, it became a way of leading Visit California, boldly and brilliantly, for the benefit of every destination in the state.
Here in Monterey County, we felt it in the rhythm of the coast, the curve of Highway 1, the shimmer of the Bay, the quiet of the redwoods, and the bounty of the valley. Our story traveled farther. Our light shone brighter. Our place on the map became a beacon.
From all of us at See Monterey, thank you for inspiring us to dream bigger and embrace the power of possibility.
SEEMONTEREY.COM
Visit California’s Success
Opportunity and motion have always played major roles in shaping the California brand.
It’s the prospect of striking it rich during the 1849 Gold Rush. It’s a surfer gliding along a cresting wave. It’s the chance to write the future in binary code. It’s filming a motion picture and bringing more than one can imagine to the silver screen.
However, opportunity and motion are not what define California; rather, they are two driving characteristics of the state’s identity. What truly defines California’s oneof-a-kind brand are its people — their enthusiasm, their endeavors and, above all, their joy. At the heart of that vision from the beginning has been Caroline Beteta, the architect behind California’s brand and the prime mover who helped shape and champion its identity.
Throughout Beteta’s tenure as president and CEO, Visit California has relished the opportunity to showcase that joy via the people and places found only in the Golden State. And as the world has evolved, Visit California has, too — weathering storms, embracing new technology
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#1 travel destination in the nation
Congratulations, Caroline, and thank you for your extraordinary stewardship of Visit California!
The Governor’s Office of Business and Economic Development is proud to call you our partner in California’s broader economic development strategy. You have elevated tourism as a foundational pillar of our worldleading, dynamic economy. You have led with vision, integrity and collaboration. And perhaps most importantly, you have helped tell our story to the world, effectively championing the ever-more important message that all dreams are welcome in the Golden State.
Congratulations, Caroline!
Visit California President & CEO Caroline Beteta, Commissioner Dee Dee Myers
To Caroline, with gratitude.
May your days be slow, sunny and entirely your own, because life’s too beautiful to rush.
California Success
and connecting with a larger global audience than ever.
Harnessing Hollywood
It should come as no surprise that the screen has been Visit California’s most powerful tool for building global brand awareness.
Visit California’s success with film began a few years prior to the launch of its signature commercials. In 2000, the IMAX film “Adventures in Wild California” debuted. The film’s producer, Bob Kresser, and Beteta rallied the industry behind the larger-than-life production, directed by Greg MacGillivray. By 2005, it had been shown on five continents, garnering more than 10 billion impressions.
That success continued with “Cutting Edge California,” a six-part BBC series narrated by James McAvoy. The series explored California’s culture through food, architecture, technology and natural
resources, reaching 76 million viewers per week and further solidifying California’s image as a destination of innovation, creativity and possibility.
CONGRATULATIONS, CAROLINE!
Congratulations, Caroline Beteta, on a truly remarkable career. Thank you for your leadership and service as Board Chair and Interim CEO of Brand USA.
Visit California’s commercials would ultimately bathe the globe in the state’s golden sunshine, elevating the organization’s brand awareness exponentially.
Visit California’s commercials would ultimately bathe the globe in the state’s golden sunshine, elevating the organization’s brand awareness exponentially. The spots, which began while Gov. Arnold Schwarzenegger was in office, leaned into both celebrity and California stereotypes in joyful, humorous, informative, playfully sarcastic ways.
The groundwork for the now iconic commercials was laid by Beteta in 2003, shortly after Schwarzenegger had been elected governor. Leveraging both her marketing savvy and political prowess, Beteta enlisted the governor as a spokesman for California tourism — appearing in commercials and traveling the globe on behalf of the state. Schwarzenegger’s celebrity and political stature brought unprecedented visibility to the organization and ignited the desire for the California experience.
In addition to Schwarzenegger, the commercials featured a who’s who of California icons —
Former first lady Maria Shriver, former Governor Arnold Schwarzenegger, Visit California President & CEO Caroline Beteta
CONGRATULATIONS, Caroline!
A heartfelt thank you to Caroline Beteta for your exceptional leadership and steadfast support over the years. Your impact on our community and the hospitality industry will be felt for years to come throughout California and L.A.’s Marina.
As you embark on this next chapter, we wish you smooth sailing and horizons filled with new adventures.
With gratitude and warmest wishes, Your friends and hospitality partners in Marina del Rey
California Success
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from Clint Eastwood and Betty White to Magic Johnson and Kim Kardashian — as well as children and adults at play, quiet moments of tranquility and explosively exhilarating escapades. The through line for the various campaigns has been joy.
These star-filled commercials and their taglines — including “Find Yourself Here,” “Dream Big” and “The Ultimate Playground” — became Visit California’s calling card. They drove demand for the California experience and cemented the destination marketing organization’s brand globally.
The results are undeniable. Total visitor spending during the last decade has fluctuated because of the pandemic and changing economic conditions, but the return on advertising spending has continued to climb. In 2015-16, that return stood at $369. By 2024-25, it had risen to $532 — showcasing the economic impact of Visit California’s brand-building efforts.
-Under Beteta’s leadership, the organization launched a range of innovative campaigns designed to highlight California’s many experiences and audiences.
These include “Land of Wine and Food,” created with the California Wine Institute to showcase the state’s culinary and wine culture; “California Snow,” developed with the California Ski Industry Association to promote
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CEO
winter destinations; family-focused “Kidifornia” and “Childhood Rules”; and most recently, “Playful Journeys,” celebrating the classic California road trip. The scope and success of these initiatives are reflected in Visit California’s remarkable growth. In 1998, the organization’s assessment program was approved with a $7 million budget — equivalent to $14 million in 2025. By 2024-25 Visit California’s combined funding reached more than $128.5 million, showing both the industry’s confidence in the organization and the impact of Beteta’s leadership.
Overcoming Obstacles
There have been headwinds along the way.
Visit California’s 2001 renewal marked the first time the organization’s continuation was tied directly to performance — and it came during one of the most challenging periods in travel history. California was grappling with rolling blackouts, and the Sept. 11 terrorist attacks brought global travel to a near standstill. In that moment, Visit California was forced to prove not only its effectiveness, but its value to the industry.
The world looked very different
in 2001. Renewal efforts could not leverage social media, digital campaigns or video conference calls. Instead, success depended on grassroots outreach, personal touchpoints and wordof-mouth advocacy across the state’s tourism industry.
Amid the uncertainty following Sept. 11, Visit California unveiled its first domestic brand campaign tagline, “California: Find Yourself Here.” The phrase was both an invitation and a wink — playfully nodding to the reputation that the Golden State was the homeland to hippies
continued on page 20
One Voice: California’s Unified Tourism Industry
The Benchmark for Statewide Tourism Organizations
By Todd McElwee
More than 1.2 million Californians rely on the travel industry for their livelihoods.
Visit California speaks for all of them, and with them all.
Establishing the organization as the unified voice of the Golden State, Caroline Beteta, president and CEO of Visit California, and her team prioritize cohesion and the active involvement of every stakeholder, sector organization and industry ally in
decision-making. Every voice is heard — from task forces to committees to the board. Serving diversified business segments and properly representing California’s 12 tourism regions is paramount to Visit California. Everyone is involved. Everyone is united.
California represents the gold standard for statewide tourism industry cohesion.
“Visit California embodies what’s most special about the Golden State – the spirit of collaboration and endless possibilities that make California one of the world’s premier travel destinations,” said Adam Burke, president and CEO of the Los Angeles
Tourism & Convention Board.
Building relationships with an understanding of the varying needs of industry members is
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Visit California President &
Caroline Beteta, Rob Lowe, Commissioner Emeritus Mike Gallagher, Commissioner Emeritus Rusty Gregory
Thank you, Caroline Beteta, and congratulations on your retirement!
After years of dedication, passion, and unwavering commitment to tourism, it’s time to write a brand-new story.
Your contributions have left a lasting mark on everyone around you in the industry and beyond, and that legacy doesn’t retire.
Wishing you all the joy and adventure this next chapter brings.
CELEBRATING CAROLINE BETETA THANK
YOU FROM LONG BEACH
Caroline, thank you for 30 years of amazing leadership in driving California, and all of our destinations, to new heights.
Made for Escape. What will you make here?
California Unified
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a priority for Visit California. A dedicated team meets with stakeholders to understand business challenges and local opportunities. These perspectives and keeping pulse on the industry help drive resource development and guide inclusion across the breadth of the organization’s programs. With committee and task force participation, Visit California is equipped to showcase California’s riches to myriad consumer and media audiences.
“Visit California is more than just an exceptional collaborator — it is a unifying force behind a singular and profoundly important vision,” said Rob O’Keefe, president and CEO of See Monterey.
Throughout the years, the
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industry has always been evident. A prime example occurred in 2016, when the California Legislature passed a bipartisan resolution declaring May as California Tourism Month. The travel and tourism industry had received recognition as an economic powerhouse.
Each May, the industry celebrates and discusses the vital role tourism plays in the state with legislators, key stakeholders and communities. To showcase why travel matters, Visit California releases economic impact numbers alongside a toolkit describing ecocontinued on page 20
Beverly Hills proudly honors Caroline Beteta for her visionary leadership and lasting impact on the tourism industry. We are sincerely grateful for her many years of dedicated service to Visit California and wish her continued fulfillment, joy, and happiness in the chapter ahead.
Olympian Gabby Reece, Visit California President & CEO Caroline Beteta, big-wave surfer Laird Hamilton
California
Unified continued from page 18 nomic activity associated with travel throughout the state and how each stakeholder can communicate this.
In 1992, Bob Roberts, who led the California Ski Industry Association for 40 years, CityPASS founder Mike Gallagher and
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others brainstormed an idea that spurred a new vision for funding travel promotion in California. Joining together, they sketched their ideas for a groundbreaking public-private partnership on a now-fabled cocktail napkin. They had united behind a common goal and what is now Visit California was the result.
More than 30 years later, that solidarity remains and, thanks to the efforts of Beteta and her team, is stronger than ever.
“When we unite under Visit California’s leadership, the impact is greater than any single business could achieve on its own,” said Nathan Davis, general manager of the Napa Valley Wine Train.
California Success
continued from page 14
while encouraging travelers to rediscover themselves through the state’s people, places and experiences. The campaign struck a chord. Thanks to it and other strategic initiatives, California’s travel industry bounced back in 2003 after two years of decline.
The California Brand Be it a perfectly balanced wine, a 300-foot redwood, a snowcapped Sierra Nevada peak or Rodeo Drive, the word California evokes something different for everyone. Throughout her tenure at Visit California, Beteta understood that while every visitor’s connection to the state is unique, the common thread is joy. As she retires this fall after helping shape and elevate the Visit California brand for three decades, that spirit of joy will continue to guide the organization as it adapts, evolves and expands.
PROUD PARTNER OF VISIT CALIFORNIA
Congratulations to Caroline Beteta on your retirement after nearly three decades of leadership and dedication.
Visit California President & CEO Caroline Beteta on set in Hollywood filming a Visit California brand spot
Caroline Beteta
The following description is inspired by Carolines’ words and ideas that helped shape California travel for more than three decades.
Welcome to Ventura County Coast—where wide-open beaches and perfect year-round weather set the stage for California’s Ultimate Playground. Dream Big, slow down, and find yourself here along the iconic Highway 1 and classic 101 road trip routes, where every mile tells a story and adventure is always just around the corner. Just off our shores, Channel Islands National Park invites you to an embarrassment of riches—from hiking and kayaking to unforgettable wildlife encounters that remind us that there’s no one way to do California. With affordable accommodations, luxury shopping, local boutiques, diverse dining, and vibrant annual events, Ventura County Coast is more than a destination, it’s a place to reconnect, recharge, and experience the California state of mind. Because travel is a force for good, we invite you to stay awhile, capture the moment, and be part of something bigger.
On behalf of the Ventura County Lodging Association Board of Directors and administration team, thank you for inspiring us to Meet What’s Possible over the past three decades to dream bigger, lead with optimism, and never underestimate the power of storytelling. Your impact will be felt on every mile traveled and every memory made across California.
Mugu Rock
Congratulations, Caroline Beteta
With gratitude for Caroline’s visionary leadership in elevating Santa Barbara as a world-class destination. ank you for your impact across California and for shining a global spotlight on Santa Barbara, strengthening the community that makes it exceptional.
Three decades of Visit California leadership
Visit California Board of Directors
Visit California President & CEO Caroline Beteta
Visit California President & CEO Caroline Beteta, Commissioner Emeritus Mike Gallagher
Visit California President & CEO Caroline Beteta
You’ve made an incredibly positive impact on California tourism. Now, we hope you can spend some quality time enjoying the state you’ve represented for so many years. We can’t wait to see you in North Lake Tahoe. LakeTahoeTravel.com
Where dreams take flight — California, The Ultimate Playground. Congratulations, Caroline!