In less than two months, Julie Coker, president and CEO of the San Diego Tourism Authority (SDTA), will leave San Diego to lead New York City Tourism + Conventions as its new president and CEO. Coker will remain in her current role until December 6. 

As the first Black woman to serve as leader of NYC Tourism + Conventions, Coker will be filling the role of former President and CEO Fred Dixon, who served as the organization’s leader for 10 years, from 2014 until his departure in June 2024, when he was tapped to lead Brand USA. Since Dixon left the organization on July 15, Nancy Mammana, CMO of NYC Tourism + Conventions, has been serving as interim CEO. 

SDTA’s Board of Directors will begin the process of forming a search committee to identify and select a new president and CEO, according to SDTA officials.  

Making her mark in San Diego 

After joining the SDTA in June 2020, Coker navigated the organization’s sales and marketing efforts through the challenges posed by the global pandemic, steering it toward recovery and full rebound. Under her leadership, San Diego consistently ranked as a top U.S. destination, achieving a hotel occupancy rate of 73.5% in 2023 and surpassing pre-pandemic levels in group and convention business, with SDTA setting organizational records with $14.3 billion in visitor spending. Additionally, SDTA recorded a member-retention rate of above 90% throughout Coker’s tenure.  

“Julie has been an outstanding leader and advocate for our organization, city, and tourism industry,” said Shawn Dixon, SDTA board chair. “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.” 

He continued, “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, humor and dedication, and wish her success at New York City Tourism + Conventions.”  

Related: Women's History Month: Six Trailblazers Honor the Role of Females In the Events Industry with Insights and Advice

Championing DEI 

A champion of diversity, equity, and inclusion within the travel and tourism sector, Coker also established key DEI initiatives for the local tourism industry during her time at SDTA. The 30-year travel and tourism veteran’s commitment to this key issue led to significant SDTA initiatives, including the launch of the award-winning Tourism Accelerator program, which helps connect businesses run by women, veterans, people of color, people with disabilities, and members of the LGBTQ+ community with the local tourism industry.  

Spearheaded by Coker in 2021, the program has since achieved notable success, with 65% of past participants reporting revenue growth and 45% expanding their operations. Her efforts also led to the appointment of the organization’s first director of DEI and community engagement. 

Related: Celebrating Black History Month with San Diego Tourism's Julie Coker and Visit Baltimore's Al Hutchison

Making history 

In January 2016, Coker made history as the first African American female president and CEO to lead a major conventions and visitors bureau in one of the top 50 U.S. markets when she assumed the helm at the Philadelphia Convention & Visitors Bureau. She also spent more than two decades with Hyatt Hotels, where she held general manager positions for properties in Philadelphia, Chicago, and Oakbrook, Ill.   

Coker also holds several executive board positions with 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 accolades include the Pioneer Award from the National Coalition of Black Meeting Professionals.   

“My time in San Diego has been nothing short of amazing, and I look back on the work we did with tremendous pride and gratitude,” Coker said in an Oct. 23 LinkedIn post. “When I joined SDTA in June 2020, our industry faced unprecedented challenges, but together we were able to help 70,000 people return to work. We not only weathered the storm but emerged stronger, setting new benchmarks for San Diego's tourism industry.” 

She continued, “Thank you to the SDTA team, the SDTA Board of Directors, our tourism community, and San Diego at large for your friendship and support. San Diego will always hold a special place in my heart, and I have no doubt that you will reach even greater heights in the years to come.”

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