Before accepting her new position, Coker served as President and Chief Executive Officer of NYC Tourism + Conventions, where she led the global promotion of one of the world's most visited urban destinations. Prior to that role, she headed the San Diego Tourism Authority, overseeing the city's tourism recovery following the pandemic while helping increase visitor spending and strengthen San Diego's position in international markets. Her professional background also includes ten years with the Philadelphia Convention and Visitors Bureau, in addition to more than two decades with Hyatt Hotels Corporation, where she advanced through a variety of senior leadership positions that provided extensive operational and strategic experience within the hospitality industry.
Coker assumes leadership of Visit California at a time that presents both significant opportunities and important challenges. Although California continues to operate one of the world's largest tourism economies, generating visitor spending exceeding $158 billion in 2025, international visitation has recently shown signs of moderation. Arrivals from several key overseas markets have softened, while the wildfires that affected parts of the Los Angeles region earlier this year temporarily influenced destination perceptions in certain international markets. Addressing these challenges while maintaining California's competitive advantage will be among her highest priorities.
One of the central objectives of the new leadership will be to reinforce California's international appeal and stimulate renewed growth in overseas travel. The state's promotional strategy will be supported by an exceptional calendar of global events that will once again place California at the center of worldwide attention. FIFA World Cup matches, the Super Bowl, and, most notably, the Los Angeles 2028 Olympic and Paralympic Games represent unparalleled opportunities to showcase California before hundreds of millions of potential visitors and further strengthen its reputation as one of the world's premier travel destinations.
In addition to leading Visit California, Julie Coker will also serve as a strategic advisor to the Governor's Office of Business and Economic Development. This dual responsibility is intended to strengthen coordination between tourism promotion and broader economic development initiatives, reflecting the growing recognition of tourism as one of California's most valuable economic assets. The industry supports approximately 1.2 million jobs across the state and remains a major contributor to investment, business activity, local communities, and long-term economic growth.
Following the announcement of her appointment, Coker expressed her commitment to working closely with private-sector partners, local governments, and the thousands of organizations that make up Visit California's extensive network. She emphasized that California benefits from one of the strongest tourism brands in the world and an exceptionally solid foundation built over many years. Her goal is to leverage these strengths to drive a new era of sustainable growth, innovation, and international market expansion while ensuring that the state's tourism industry remains resilient in an increasingly competitive global environment.
The leadership transition comes at a time of profound transformation within the global tourism sector, as destinations compete more aggressively for international visitors and adapt to rapidly evolving traveler expectations. Against this backdrop, Julie Coker's extensive experience managing some of the United States' most influential tourism organizations positions her to guide California through its next phase of growth. Her appointment is widely viewed as a strategic move to reinforce the state's global leadership, enhance its international competitiveness, and ensure that California remains one of the world's most desirable and dynamic travel destinations for years to come.
