California's tourism powerhouse is gearing up for its biggest decade yet. In this ⁠IPW 2025⁠ episode,  recorded live on the conference floor in Chicago, ⁠Visit California⁠ president and CEO Caroline Beteta sits down with Afar deputy editor Michelle Baran to discuss how nearly three decades of experience has shaped her strategy for promoting the nation's top tourism revenue generator.

Beteta reveals the counterintuitive challenge of mega-events like the ⁠2026 World Cup⁠ and ⁠2028 Olympics⁠—how they can actually deter leisure travelers despite the global spotlight—and shares lessons learned from Paris about maximizing these opportunities. She also discusses California's approach to crisis communication, from putting recent L.A. wildfires and protests into proper context to reassuring international visitors that "everyone is welcome."

Beteta also highlights what's transforming the Golden State—billions in new infrastructure including LAX's $30 billion upgrade, ⁠Disneyland's 70th anniversary⁠ celebrations, and emerging destinations like the new tent resort ⁠The River Electric⁠ in Sonoma—all while maintaining the state's commitment to sustainable tourism through comprehensive stewardship planning.

What You’ll Learn

• Though the fires in January 2025 were severe, they impacted only 2 percent of LA County


• Domestic tourism is strong in California—80 percent of visitors come from the U.S.—and, like many others, the state has seen a dip in international inbound travel.


• New developments are in the works, including a $30 billion expansion at LAX and a hospitality campus in Orange County.


• California is ready to welcome visitors before and after the 2026 World Cup and the 2028 Summer Olympics

Key Moments

[09:15 ] Over 80 percent of California's visitors are domestic travelers. 

[11:34 ]: According to Beteta, they have not had any reports of visitors on tourist visas being detained at a California airport. 

[13:29 ]: New hotel openings include Gaylord Pacific Resort on the water in Chula Vista, just outside San Diego, and The River Electric, a glamping resort and swim club in Sonoma. 

[15:09 ] Beteta explains that being green and sustainable is part of California's DNA, and that extends to the hospitality industry.

Resources

Read the transcript of this episode

Learn more about Visit California

Find Visit California on Instagram, Facebook, and TikTok

Read Afar’s recent California coverage

🇺🇸 America 250 Update: California will host several World Cup games in 2026 and LA will host the 2028 Summer Olympics. 

• 
  Previous Episode: Kristen Reynolds, Choose Chicago.


• 
  Up Next: Walt Leger, New Orleans & Company.


• 
  Complete Series: View From Afar
  

Also in this IPW series: Stacy Ritter, President and CEO of Visit Lauderdale, talking about Greater Fort Lauderdale’s impressive diversity, welcoming mindset, and beautiful beaches.

Stay Connected

• 
  

  Subscribe to View From Afar to catch all 20 IPW episodes this week.

  
  


• 
  

  Follow @AfarMedia on Instagram and TikTok for behind-the-scenes IPW content.

  
  


• 
  

  Sign up for our travel industry newsletter, Afar Advisor.

  
  


• 
  

  Rate and review the show to help other travel professionals discover these insights.

  
  


• 
  

  Explore our other podcasts, Travel Tales, where we share first-person narratives of trips that have changed us, and ⁠⁠Unpacked⁠⁠, which unpacks a tricky topic in travel each week.

  
  

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email advertising@airwavemedia.com if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

Learn more about your ad choices. Visit megaphone.fm/adchoices