Appointments and Management Shakeup

Visit California CEO Caroline Beteta announces retirement, Hyatt names new global brand leader for luxury

Visit California president and CEO Caroline Beteta will retire in September after nearly 30 years. Meanwhile Hyatt Hotels named Tamara Lohan interim Global Brand Leader – Luxury as it accelerates growth in the high-end segment.

Nathaniel Alexander Abaño January 17, 2026

During her tenure, Caroline Beteta spearheaded the nation’s first statewide tourism assessment program, launched globally recognized campaigns promoting California’s diverse regions, and expanded the state’s international reach. Image source: Visit California / Website

Caroline Beteta, president and CEO of Visit California, announced Thursday she will retire in September this year, concluding nearly three decades of leadership at the statewide tourism organization.

Beteta said the decision comes with the organization on strong footing, an experienced leadership team in place, and the tourism industry demonstrating renewed confidence through a record-setting participation vote.

During her tenure, Beteta spearheaded the nation’s first statewide tourism assessment program, launched globally recognized campaigns promoting California’s diverse regions, and expanded the state’s international reach.

She guided the industry through major challenges, including the 9/11 attacks, natural disasters, wildfires, economic downturns, and the COVID-19 pandemic, emphasizing resilience, innovation, and collaboration.

“Record participation and overwhelming support from the industry reflect a mature, united sector committed to shaping California’s future,” Beteta said. She credited her team, industry partners, and stakeholders for building a world-class marketing organization and strong governance model that has positioned California as a leading travel destination worldwide.

The Visit California Board has launched a global search for Beteta’s successor, and she will remain fully engaged during the transition to ensure ongoing campaigns and initiatives continue without interruption. Beteta expressed gratitude for the partnerships and trust she has built, noting her excitement to continue supporting the state’s tourism community in the coming months.

Hyatt Hotels

Hyatt Hotels Corp. has appointed Tamara Lohan as interim Global Brand Leader – Luxury, strengthening its leadership as it accelerates growth in the high-end segment, the company said at ILTM Cannes.

Lohan, who joined Hyatt in 2023 following its acquisition of boutique hotel platform Mr & Mrs Smith, will oversee global luxury brand strategy and enhance consistency and guest experience across Hyatt’s luxury portfolio.

Hyatt President and CEO Mark Hoplamazian said Lohan’s expertise in design-led, experience-rich travel will support the group’s insights-driven expansion, with a robust pipeline of luxury hotel openings planned for 2026.