San Diego’s head of tourism, Julie Coker, is leaving Southern California for the Big Apple to become CEO of New York City Tourism and Conventions.
Coker became president and CEO of the San Diego Tourism Authority in June 2020, when stay-at-home orders and travel restrictions left the nation’s hotels and airports virtually deserted. Coker not only led one of San Diego’s hardest hit sectors through the coronavirus pandemic, she also steered it toward a rebound.
Under her leadership, San Diego’s 2023 group and convention business sured 2019 levels and the Tourism Authority set organizational records with $14.3 billion in visitor spending. Last year, San Diego also finished third in the nation in hotel occupancy (73.5%) and has ranked as a top travel destination.
“Leading the San Diego Tourism Authority has been an incredible journey, and I’m immensely proud of what our team has accomplished,” Coker said in the NYC Tourism + Conventions announcement. “Together with our Board of Directors, and the local tourism community, we successfully navigated the challenges of the pandemic and have driven San Diego’s tourism recovery. This resilience and collaborative spirit have laid a strong foundation for my new chapter with New York City Tourism + Conventions.”
Additionally, one of Coker’s lasting impacts on San Diego and the Tourism Authority is her concerted efforts in diversity, equity and inclusion.
In 2021, she spearheaded a new tourism accelerator program that focused on elevating San Diego’s diverse business owners, such as women, people of color, people with disabilities, of the LGBTQIA+ community and veterans. Businesses that participate in the first-of-its-kind program receive mentorship and marketing resources.
The Tourism Authority said that 65% of the accelerator’s past participants reported revenue growth, and 45% were able to expand operations. Additionally, Coker appointed the organization’s first director of community engagement and diversity, equity and inclusion.
Well respected in the realm of hospitality and tourism, Coker brought her 30 years of experience in the travel and hospitality industry to the region. Prior to San Diego, she was CEO of the Philadelphia Convention and Visitors Bureau, where she made history as the first Black woman to lead a major conventions and visitors bureau in the top 50 U.S. markets.
She also worked for more than two decades in various management positions at Hyatt Hotels in Philadelphia, Chicago and Oakbrook, Ill.
“Julie has been an outstanding leader and advocate for our organization, city, and tourism industry,” said SDTA’s Board Chair Shawn Dixon. “Her guidance, grace, and ion helped San Diego’s tourism community come together to regain business faster than many in the market, positioning us for success during the pandemic’s recovery efforts. Julie has been a true champion of SDTA’s work and a wonderful ambassador of San Diego’s tourism industry. We will miss her energy, humor and dedication, and wish her success at New York City Tourism + Conventions.”
Coker will remain in her role until Dec. 6, and the San Diego Tourism Authority’s board will form a search committee to find its next president and CEO.
She will take the helm of the New York City tourism organization on Dec. 9.
“I’m eager to bring my ion for the tourism industry to New York City and look forward to building upon the remarkable work of the talented team in place, further enhancing the global appeal of one of the world’s most iconic cities,” she said.
