Visit California’s Caroline Beteta Appointed to U.S. Department of Commerce Travel and Tourism Board


WHY IT RATES: Beteta is the only West Coast representative on the committee. —Janeen Christoff, Senior Editor, TravelPulse


Visit California President and CEO Caroline Beteta is one of nine new appointments to the U.S. Department of Commerce’s Travel and Tourism Advisory Board, and the only representative from a destination marketing organization from the west coast being among the esteemed national leaders.

Given her extensive experience at the state and national levels, Beteta was approached by Secretary Gina M. Raimondo to provide advice and guidance on issues affecting the U.S. travel and tourism industry as it recovers from the damage caused by the COVID-19 pandemic, which devastated the sector at rates 10 times greater than those observed after the terrorist attacks of September 11, 2001.

“I am honored and honored to represent California’s world-class tourism sector as a member of the board of directors at such a critical time for our industry,” said Caroline Beteta, President and CEO of Visit California . “Our nation’s leaders have provided significant support to travel companies throughout the pandemic, and I am committed to serving as much as I can to ensure a path forward for tourism to the United States.”

Beteta served as the head of Visit California for over 30 years, overseeing the global marketing program for the nation’s # 1 tourist destination. Visit California’s efforts grew the California travel industry for 10 consecutive years before the pandemic: In 2019, California’s tourism economy topped $ 145 billion and supported the employment of 1.1 million Californians.

Returning to these levels of visitor spending in the state is expected to take four years, though the organization has come up with a strong, layered campaign to speed up the recovery timeline, encourage Californians to explore their home state, and support the 20,000 companies eager to welcome visitors. back as California reopens for travel.


THE SOURCE: Read the California press release.

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