WHY IT RATES: Beteta is the only West Coast representative on the committee. -Janeen Christoff, TravelPulse Senior Writer
Visit California president and CEO Caroline Beteta is one of nine new appointments to the U.S. Department of Commerce Travel and Tourism Advisory Board, and the only West Coast destination marketing organization representative included amongst the esteemed national leadership.
Given her breadth of experience at the state and national level, Beteta was tapped by Secretary Gina M. Raimondo to provide advice and counsel on issues affecting the American travel and tourism industry as it recovers from damage wrought by the COVID-19 pandemic, which devastated the sector at rates 10 times what was seen following the Sept. 11, 2001 terrorist attacks.
"I am humbled and honored to represent California's world-class tourism sector as a board member at such a pivotal moment for our industry," Visit California President and CEO Caroline Beteta said. "Our nation's leadership delivered important support for travel businesses throughout the pandemic, and I am committed to serving however I can to ensure a path forward for tourism in the United States."
Beteta has served at the helm of Visit California for more than 30 years, overseeing the global marketing program for the nation's No. 1 tourism destination. Visit California's efforts grew California's travel industry for 10 consecutive years pre-pandemic: In 2019, California's tourism economy surpassed $145 billion and supported jobs for 1.1 million Californians.
Returning to those levels of visitor spending in the state is forecasted to take four years, though the organization has proposed a robust layered campaign to expedite the recovery timeline, encourage Californians to explore their home state and support the 20,000 businesses that are eager to welcome visitors back as California reopens to travel.
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