TEMECULA, CA — Southwest Riverside County's official tourism marketing organization, Visit Temecula Valley, has named Annette Brown as its new Chief Executive Officer this week. Brown has served as Interim CEO since May 2026 and previously served as the organization's Chief Marketing Officer.
As a 15-year VTV veteran, Brown brings more than 30 years of hospitality and marketing experience to the role. She joined VTV as Marketing and PR Manager, advanced to Senior Director of Public Relations, and was promoted to Chief Marketing Officer in 2022, overseeing advertising, PR, and digital strategy. During her tenure, she helped expand Temecula Valley's footprint into Canadian and European markets, elevating the region to a global destination.
She received her Certified Destination Management Executive (CDME) credential earlier this year, the highest individual educational achievement in the tourism and destination marketing industry offered by Destinations International, according to a recent news release. She has also served in numerous community leadership roles, including the City of Temecula's General Plan Advisory Committee, the Old Town Local Review Board, and Visit California's Public Relations Committee.
Brown assumes the leadership role during a period of record momentum for the destination. According to a 2025 economic impact report by Dean Runyan Associates, travel-related spending in Temecula Valley reached $1.2 billion, supporting 9,650 local hospitality jobs.
Chris Baily, Chair of the Visit Temecula Valley Board of Directors, spoke on Brown' new role.
"Annette has spent 15 years building the relationships, strategy, and credibility this role demands, and her leadership as interim CEO proved she is uniquely qualified to guide our organization," Baily said. "Her passion for Temecula Valley and commitment to our hospitality partners are unmatched. We look forward to VTV's next chapter under her vision."
Search Underway for Chief Marketing Officer
Following Brown's promotion, VTV has initiated a formal search for a new Chief Marketing Officer.
VTV will share additional details about the application process in the coming weeks.
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