Scott Beck Appointed President and CEO of San Francisco Travel Association

Scott Beck President and CEO of San Francisco Travel Association

Beck succeeds Joe D’Alessandro, who will retire in December 2023

San Francisco (Sept. 8, 2023) – San Francisco Travel Association
announced the appointment of Scott Beck as President and CEO. Beck
succeeds Joe D’Alessandro, who will retire in December after nearly 18
years at the helm of San Francisco’s official destination marketing

Beck will join San Francisco Travel on Oct. 30, 2023. Currently, he is
President and CEO of Destination Toronto. He joined Destination Toronto
in 2019 to lead the sales and marketing efforts for Canada’s most
visited destination and North America’s fourth-largest city, overseeing
an annual operating budget of US$28 million and working in support of
Toronto’s US$7.6 billion visitor economy.

As President and CEO of San Francisco Travel, Beck will oversee one of
the country’s largest membership-based tourism promotion organization.
San Francisco Travel has a current annual budget of US$33 million. The
association’s sales and marketing initiatives help drive US$8 billion in
tourism spending.

“San Francisco is one of the marquee cities of the world for U.S. and
international travelers and I am thrilled to be joining the team at San
Francisco Travel to continue to showcase everything it has to offer,”
Beck said. “A strong tourism industry is vital to the city’s economy,
local businesses and neighborhoods and I am passionately committed to
helping steward San Francisco’s ongoing tourism recovery.”

“After a rigorous international search, we are delighted to appoint
Scott to lead San Francisco Travel at this pivotal time. He is a proven
destination sales and marketing leader and will be a strong champion for
San Francisco,” said Terry Lewis, chair of San Francisco Travel’s CEO
search committee and Complex General Manager at Hilton San Francisco
Union Square and Parc 55 San Francisco. Lewis will begin her term as San
Francisco Travel’s Board Chair in January 2024.

San Francisco Travel Board Chair Randy Reynoso said, “With more than 35
years of experience in the convention and tourism industry, Scott brings
a wealth of knowledge to this role and proven expertise in attracting
events, meetings, and international and domestic visitors to
destinations. This is critically important given the diverse leisure and
business travel markets that fuel San Francisco’s tourism industry as
well as our local economy.”

Before joining Destination Toronto, Beck served as President and CEO of
Visit Salt Lake for 14 years. There, he was a champion of the economic
impact of the meetings and convention industry in Salt Lake City and the
impact of the leisure visitor on the local and regional economy.

Beck also has extensive experience in the hotel industry, including
serving as General Manager of the Marriott City Center in Salt Lake
City; Task Force General Manager for Ocean Properties Ltd.’s Atlific
Hotels; General Manager of Sedona Resort Management’s Cedar Breaks Lodge
in Brian Head, Utah, and Director of Sales and Marketing for Sundance
Resort in Provo, Utah.

“I’ve known Scott for many years and am thrilled he has been selected as
SF Travel’s next president and CEO. He brings creative vision, a passion
for the industry, and deep experience in partnering with city leaders and
other stakeholders to this role,” said D’Alessandro.

Beck said, “I want to thank Terry, Randy, the search committee and Mayor
Breed for their trust and confidence in allowing me to help lead San
Francisco Travel into this next phase. My wife and I are looking forward
to moving to the city, where we have family and many friends, and
becoming part of San Francisco’s vibrant community. My life is marked
with fond memories of travels to San Francisco, and I can’t wait to help
organizations and visitors create similar memories of their own in this
incredible destination. I would also like to thank Joe for all that he
has done on behalf of this destination and the greater tourism and
hospitality industry in this state and country.”

Beck recently completed his time on the American Society of Association
Executives’ (ASAE) Board of Directors and, before moving to Canada, was
on the Board of Directors for the U.S. Travel Association. He served six
years on the Executive Committee of Destinations International and is a
Past International Board Chair. He has served on numerous boards and was
named “Utah Business CEO of the Year.”


The San Francisco Travel Association is the official destination
marketing organization for the City and County of San Francisco. The
city is one of the top tourism and meetings destinations in the U.S. and
received 21.9 million visitors in 2022. Total tourism spending in 2022
exceeded $7.7 billion. The tourism industry is the largest generator of
outside revenue into San Francisco’s economy and supports over 53,000

For information on reservations, activities, and more in San Francisco,
visit [2].  

Follow San Francisco Travel on Facebook (
[3]), Instagram ( [4]), and Twitter
( [5]). Hashtags are #sftravel and #AlwaysSF.

United Airlines is the preferred airline of the San Francisco Travel


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