Julie Coker to leave New York City Tourism for top role at Visit California

New York City Tourism + Conventions announced Friday (June 26) that president and CEO Julie Coker will step down from her role to become president and CEO of Visit California, the state's official tourism marketing organization, beginning in October.

Coker will remain with New York City Tourism + Conventions through Aug. 31 to help ensure a smooth leadership transition and maintain continuity across the organization's strategic priorities, reads a press release.

The announcement was made by Charles Flateman, chair of the organization's Board of Directors and executive vice president of The Shubert Organization.

During her tenure, Coker led New York City's official destination marketing organization, which promotes tourism and conventions across the city's five boroughs.

Her departure marks a significant leadership change for the organization as it continues its efforts to drive visitation and support the city's tourism industry.

The Board of Directors has not yet announced plans for Coker's successor.

VIDEO: Can the Big Apple win back Canadian visitors? Interview with NYC Tourism CEO Julie Coker

Coker will assume her new role at Visit California in October, where she will oversee statewide tourism marketing and promotional efforts.

“Julie Coker has been an exceptional leader for NYC Tourism + Conventions,” said Flateman. “She has strengthened New York City’s position as one of the world’s most iconic destinations, advanced a disciplined global sales strategy, and guided the organization through a period of strong recovery, growth, and operational transformation. We are deeply grateful for her leadership and wish her continued success.”

NYC "is unlike anywhere else in the world"

In a statement, Coker called her time at NYC Tourism + Conventions “an extraordinary privilege.”

“New York City is unlike anywhere else in the world, and I am so proud of what we have accomplished together – across our Board, staff, industry partners, stakeholders, and multiple city administrations in all five boroughs,” she said.

“We have an incredible story to tell the world, and I am deeply grateful for the people and communities who continue to support our organization’s work and make this industry so special. New York City’s tourism industry is resilient, dynamic, and truly unmatched in its cultural and economic impact.”

During her 18-month tenure, Coker focused on strengthening the organization's strategic direction and expanding its impact both domestically and internationally.

She refined NYC Tourism + Conventions' global sales strategy and international presence, aligning resources with priority markets, and building bridges with the travel trade, the organization outlined.

That included industry outreach in Canada. Last April, Coker visited Toronto to meet with trade professionals to share the latest on New York City’s strategy.

She also, in this video interview with PAX, unpacked the destination’s plans for winning back Canadian visitors amid the tariff and exchange-related downturn.

Coker also fostered deeper collaboration across all five boroughs, bringing together hospitality businesses, cultural institutions, attractions and the city's convention and events community, the organization said.

"Her efforts helped advance integrated sales, marketing and communications initiatives designed to support New York City's tourism economy and enhance its long-term competitiveness. In addition, she elevated the city's profile on the global stage through targeted marketing campaigns, strategic storytelling and increased engagement with the travel and tourism industry,” the organization said.

A search committee has begun the process of identifying and selecting the organization's next president and CEO.

The Board’s officers will serve as the Search Committee: Charles Flateman, Chair (The Shubert Organization, Inc.); John Calvelli, Vice Chair (Wildlife Conservation Society); Melba Wilson, Vice Chair (Melba's Restaurants); Dan Nadeau, Treasurer (New York Marriott Marquis); and Sofia Vandaele, Secretary (InterContinental New York Barclay).

In a separate news release, Ken Potrock, chair of the Visit California, welcomed Coker to the organization.

“After a rigorous and wide-ranging global search, Visit California is proud to welcome JulieCoker as our next president & CEO,” Potrock said. “Julie is a proven leader who has delivered exceptional results in some of the most competitive and complex destination markets in the country. We are confident she is the right visionary to build on Caroline’s extraordinary legacy and reinforce California's position as one of the world’s most compelling destinations.”

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.