Steering California’s Visitor Economy into Its Next Chapter

Rick Gibson

Sep 25

2 min read

Adam Burke and Anna Marie Presutti, California Leaders Summer 2026 cover. Photo by Andrew Heiser. — *Adam Burke and Anna Marie Presutti lead tourism initiatives in the Golden State’s largest cities anticipating a new era of global opportunity*

Written By: Rick Gibson

Photography By: Andrew Heiser

Publisher & CEO: Christopher Luna

Location: Downtown Disney, Anaheim, California

Tens of thousands of people from around the world are drawn to California each year to soak in its lovely weather, enjoy its dazzling attractions, and explore its natural wonders. From the colorful streets of Los Angeles, to the iconic waterfront of San Francisco, from Yosemite Valley to Old Town San Diego, tourism acts as a major contributor to local general funds, supporting essential city services while keeping neighborhood retail and dining alive. Tourists contribute billions of dollars to state and local economies, proving to be a critical economic engine that supports the lives of California’s nearly 40 million residents.

While tourism remains a reliable source of revenue every year, it has recently shown signs of weakness. The global pandemic, persistent perceptions of public safety concerns in the state’s major cities, and the recent horrific images of the Palisades, Paradise, and Eaton Fires that belie the iconic image of happy, sunny, California have challenged the industry.

Among the key leaders addressing these challenges are Adam Burke, President and CEO of the Los Angeles Tourism & Convention Board, and Anna Marie Presutti, President and CEO of the San Francisco Travel Association. While they operate in different urban ecosystems, both are working to develop what some consider a “golden era” for California tourism. As the state hosts a pipeline of major global events, including the FIFA World Cup, Super Bowl, and the 2028 Olympic and Paralympic Games, the strategic leadership of Burke and Presutti have become vital to the state’s economic narrative.

Pathways to the Top

Adam Burke built his career through deep institutional knowledge. He spent nearly 20 years at Hilton Worldwide, steadily working his way through departments ranging from technology to marketing. Corporate longevity defined his experience; he ultimately oversaw global networks, enterprise-wide guest databases, and over 90 strategic partnerships. This long-term organizational tenure allowed him to master the complexities of global customer loyalty and strategic planning, which serve him in his current role.

In contrast, Anna Marie Presutti’s career has been a journey of relocation, landing her in Orlando, Los Angeles, Arizona, Utah, and eventually San Francisco. Unlike Burke’s corporate focus, Presutti’s path was defined by on-the-ground operational management…

*Presutti and her team promoting the Bay Area at a tourism event in Los Angeles in 2025.*

Continue reading the full story, including their lessons on mentorship, servant leadership, risk, and countering misperceptions of California’s cities, in the Summer 2026 issue.

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