TIA National Chair: Caroline Beteta

President and CEO, California Travel and Tourism Commission
Deputy Secretary for Tourism, California Business, Transportation and Housing Agency

Caroline Beteta serves as President and Chief Executive Officer of the industry-led California Travel and Tourism Commission (CTTC) and is National Chair of the Travel Industry Association (TIA). CTTC, a non-profit organization created to market California as a premier travel destination and to increase the State's share of tourism-related revenues. She also serves as the Deputy Secretary for Tourism under the California Business, Transportation and Housing Agency. Caroline is responsible for implementing the CTTC's $50 million marketing plan and serving as the lead spokesperson for California's $96.7 billion tourism industry. Under her leadership, California Tourism's share of the domestic market increased from 9.7% to 11.5% from 1998-2006, reversing a decade-long decline. 
 
As part of an overall branding and promotional strategy for California, Caroline works closely with Governor Schwarzenegger and his staff on many tourism promotional activities. She played an integral role in the Governor's participation in the CTTC's TV spots, the successful Japan, China, Mexico and Canada Trade and Tourism Missions, TIA's International Pow Wow in Los Angeles, industry forums and other high profile tourism media events leading to Governor Schwarzenegger's role as California's "Ambassador for Tourism."
 
Caroline is active on the federal level promoting the key role tourism plays in the national economy, serving as Chair of the Travel Industry Association. In her role as National Chair, Caroline oversees TIA's Board of Directors, the governing body of the association, and its Executive Committee. Caroline's National Chair Platform includes three areas: 1) expanding TIA's public affairs focus; 2) successfully launching DiscoverAmerica.com, the official travel and tourism Web site of the United States; and 3) becoming the champion of travel and the traveler, and continuing to position travel and tourism as an economic engine for local, state and national economies.
 
Caroline also serves as the Chair of the Western States Tourism Policy Council and has been the recipient of numerous national and state awards for her creative work and leadership in the travel industry.
 
As a native Californian, Caroline has proudly enjoyed a varied career in promoting many aspects of sound public policy for the Golden State. As Vice President of Del Smith and Company, one of Washington, D.C.'s oldest and most established public affairs firms that represents primarily California-based clients, her client roster included: the County of Los Angeles, the City of Long Beach, the Port of Long Beach, the City of Palos Verdes, the City of Laguna Beach, the Santa Cruz Harbor, the California Independent Petroleum Association, the National Independent Private Schools Association, the Long Beach Naval Shipyard and the City of Anaheim. Working with these clients, Caroline acquired an intimate knowledge of the impact federal and state policy could have on economic development and tourism in California.
 
Caroline holds a bachelor's degree in International Relations from the University of California at Los Angeles. She obtained a master's degree in Public Administration from the University of Southern California, which included fellowships with a member of the California Congressional Delegation and the Times Mirror Company in Washington, D.C. She also completed the Stanford Graduate School of Business Executive Marketing Management Program.
 
Caroline is married to Art Whitney and together they have four children (Troy, Corey, Nick and Alexandra). She is an avid recreational enthusiast and enjoys horseback riding at her ranch in Grass Valley.