Who We Are

Committed to Serving California Tourism

Join in on Our Vision

Team and Leadership


Caroline Beteta
President & CEO
Caroline Beteta

Caroline Beteta serves as president & CEO of the industry-led Visit California, a nonprofit organization created to market California as a premier travel destination to increase the state’s share of tourism-related revenues. She simultaneously serves as the Director of Tourism in California’s Governor’s Office of Business & Economic Development (GO-Biz). Beteta is responsible for implementing Visit California’s $131 million global marketing program and serves as the lead spokesperson for California’s $144.9 billion travel industry. She has shepherded the growth of Visit California into a global marketing franchise delivering millions of visitors and billions of dollars of economic growth to the state every year.

CAROLINE'S BLOG Team & Leadership
Matthew Sabbatini
Chief Operating Officer
Matthew Sabbatini

Matthew Sabbatini is chief operating officer for Visit California. He oversees finance, human resources, information technology, assessment revenue and California Welcome Centers in managing the organization’s $131 million budget, as well as financial and accounting policies, technology systems, personnel and organizational controls.

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Ryan Becker
Vice President of Communications
Ryan Becker

Ryan Becker is the vice president of Communications for Visit California. He leads the team responsible for developing communications strategies that promote Visit California’s mission to cultivate demand for the California brand. These strategies encompass corporate communications, media relations, industry relations and public affairs initiatives.

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Lynn Carpenter
Vice President of Marketing
Lynn Carpenter

Lynn Carpenter is vice president of Marketing for Visit California. Lynn oversees all of Visit California’s marketing, including advertising, cooperative promotions, travel trade, web and interactive, and publications.

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Leona Reed
Associate Vice President of Global Marketing
Leona Reed

Leona Reed serves as the Associate Vice President of Global Marketing for Visit California. She leads the international marketing team and oversees brand advertising, cooperative marketing, digital content, travel trade and public relations initiatives for Visit California’s 13 target international markets: China, United Kingdom, Canada, Mexico, Australia, Brazil, Japan, Germany, France, South Korea, Italy, Scandinavia and India.

Leona's Blog Team & Leadership