Big News From Visit California

Visit California’s self-assessed five-year marketing renewal referendum passed with 98.3% approval last week. This overwhelming support indicated record-setting approval rate with a 76.6% vote turnout — the highest in Visit California’s history.

Visit California has published the referendum results by region and by industry segment and provides more information in this document.

A trade publication, eTurboNews, has published an article (1/15/2026) indicating that Visit California President & CEO Caroline Beteta has plans to retire in September 2026 after nearly 30 years leading the DMO. See People on the Move.

Beteta has served as National Chair of U.S. Travel Association and was inducted into its Hall of Leaders. In addition, Beteta has served as Chair of the Board and Acting CEO at Brand USA. She currently serves on the Executive Committee of the World Travel and Tourism Council.

Visit California board leadership has formed a Search Committee to oversee the recruitment process. The committee is chaired by Ken Potrock, Visit California Board Chair and an executive at The Walt Disney Company.