CEO Update: Putting Headlines in Perspective
President & CEO Caroline Beteta
June 12, 2025
Dear Industry Partners,
As you’ve seen, Los Angeles has found itself in the headlines and social media feeds of a deeply emotional, polarizing and highly visible national conversation. Recent immigration enforcement actions, along with the protests that followed, have drawn significant attention at home and abroad.
While the coverage began in Los Angeles, the story unfolding is far larger. Immigration enforcement actions and protests are taking place in more than 35 cities across the country, from New York and Chicago to Atlanta, Denver and beyond.
Map Source: CNN
Visit California is reacting with intention. To avoid drawing tourism into a polarizing narrative, we have not issued a proactive statement. However, we are working behind the scenes to reassure travelers, especially group business, that it is safe to travel to California. We’re doing that by counseling reporters on the scale of California. Los Angeles County spans more than 4,000 square miles, making it larger than five U.S. states by area and more populous than 40. What’s unfolding on social media and in news articles, however, is confined to a small area. That distinction is critical. As one Angeleno told The Washington Post, “If you’re not here, you think L.A.’s burning to the ground. But you come out here, you look around and you just say, ‘My God, this is where I want to be.’”
That work is paying dividends, and our state’s geography is being reflected more consistently in coverage. It serves as a powerful reminder that even in turbulent times, the steady education and strong media relationships we’ve built over decades make a lasting difference.
Visit California is reacting with intention. To avoid drawing tourism into a polarizing narrative, we have not issued a proactive statement. However, we are working behind the scenes to reassure travelers, especially group business, that it is safe to travel to California. We’re doing that by counseling reporters on the scale of California. Los Angeles County spans more than 4,000 square miles, making it larger than five U.S. states by area and more populous than 40. What’s unfolding on social media and in news articles, however, is confined to a small area. That distinction is critical. As one Angeleno told The Washington Post, “If you’re not here, you think L.A.’s burning to the ground. But you come out here, you look around and you just say, ‘My God, this is where I want to be.’”
That work is paying dividends, and our state’s geography is being reflected more consistently in coverage. It serves as a powerful reminder that even in turbulent times, the steady education and strong media relationships we’ve built over decades make a lasting difference.
Map Source: The Independent
Internally, Visit California is staying fully engaged and ensuring that the country and the world knows California remains the ultimate playground. All 13 of our international offices are tracking sentiment and coverage in key global markets, providing valuable feedback that helps guide our communication approach. We are also continuing to work closely with local destinations, businesses and meeting planners in affected areas. California will be well represented with a large delegation at next week's IPW in Chicago, reinforcing confidence in our state as a premier travel destination.
We are also factoring in the political lens of different media outlets and regional climates. Our marketing and messaging are being carefully timed and tailored to meet audiences where they are, both emotionally and culturally. In some markets, that may mean adjusting messaging. In others, it means a lighter hand.
This is a challenging moment. But California’s brand has always been built on openness and optimism, and that remains true today. Our state has weathered fires, floods, earthquakes, economic hardships and times of profound change. We will meet this moment no differently, guided by the strength, spirit and heart of our Golden State.
Sincerely,
Caroline Beteta
President & CEO
Visit California
