The San Diego Tourism Authority (SDTA) announced today its President and CEO Julie Coker will be leaving her role to become the president and CEO of New York City Tourism + Conventions. Coker will remain in her role at SDTA until December 6, 2024.
SDTA’s Board of Directors will form a search committee to begin the process of identifying and selecting a new president and CEO.
Coker joined SDTA in June 2020, steering the organization’s sales and marketing efforts through the global pandemic and into the recovery. Under her leadership, San Diego consistently ranked as a top-performing U.S. destination, finishing third in the nation in hotel occupancy (73.5%) in 2023. That year, the city’s groups and convention business fully rebounded, surpassing 2019 levels, and SDTA set organizational records with $14.3 billion in visitor spending. Throughout her tenure, SDTA recorded a member retention rate of above 90%.
“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 passion 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. Under her leadership, we laid a strong foundation for growth, rebuilding travel confidence, attracting visitors, and supporting local businesses. 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, humour and dedication, and wish her success at New York City Tourism + Conventions.”
A 30-year travel and tourism industry veteran, Coker has championed diversity, equity, and inclusion. Her commitment has led to major SDTA initiatives, including the launch of the award-winning Tourism Accelerator program and the appointment of the organization’s first director of DEI and community engagement. Tourism Accelerator, spearheaded by Coker in 2021, helps connect businesses run by women, veterans, people of colour, people with disabilities and members of the LGBTQIA+ community with the local tourism industry. The program boasts significant success, with 65% of past participants reporting revenue growth and 45% expanding their operations.
Coker holds several executive board positions, serving on the U.S. Department of Commerce’s Travel and Tourism Advisory Board, U.S. Travel Association, Visit California and San Diego-based organizations. Her leadership has garnered numerous accolades, including the Pioneer Award from the National Coalition of Black Meeting Professionals and induction into the Smart Women in Meetings All-Time Hall of Fame.
In 2016, she made history as the first African American female president and CEO to lead a major conventions and visitors bureau in the top 50 U.S. markets when she assumed the role at the Philadelphia Convention & Visitors Bureau. Coker also spent more than 20 years with Hyatt Hotels, where she held general manager positions for properties in Philadelphia, Chicago and Oakbrook, Illinois.
