Visit Sacramento is thrilled to announce the appointment of Veronica Rivera as its new Director of Convention Sales and Services.
With more than 15 years of experience in California’s hospitality and tourism industry, Rivera brings a wealth of knowledge, leadership, and passion to the organization. She joins Visit Sacramento from the San Diego Tourism Authority, where she served as the National Sales Director for nine years.
A graduate of San Diego State University’s L. Robert Payne School of Hospitality and Tourism Management, Rivera holds a Bachelor of Science in Meeting and Event Operations Management. Her career spans diverse roles in hotel operations and sales, with a focus on supporting and delivering exceptional meetings and events throughout California.
In her new role, Rivera will lead Visit Sacramento’s Convention Sales and Services department, helping to position the city as a premier destination for meetings and events. She will champion innovation and performance within the sales and services team, execute strategic sales initiatives, and strengthen collaboration with hotel and venue partners to bring Sacramento’s unique story to meeting planners across the country.
“Veronica’s robust experience, statewide connections, and commitment to community and industry leadership make her a tremendous addition to the Visit Sacramento team,” said Mariles Krok, Visit Sacramento’s Chief Convention Sales & Services Officer. “We’re thrilled to welcome her as we continue growing Sacramento’s presence on the regional and national stage.”
Rivera is recognized for her industry leadership as the co-founder and president of the California DMO Alliance, an organization representing more than 85 members across 53 destinations. She also serves on the Leadership Board of the Arthritis Foundation in San Diego.
A passionate advocate for diversity, equity, and inclusion, Rivera believes in the power of mentorship, representation, and collaboration to build a stronger industry. Her values align with Visit Sacramento’s ongoing commitment to inclusive destination marketing and impactful community engagement.
“As a California native, I am excited for this next chapter of life to be written in California’s capital city,” Rivera said. “I am incredibly honored to join Visit Sacramento and be part of such a tenured and passionate team. I look forward to contributing my experience to the destination’s momentum, community-driven vision, and commitment to innovation and economic impact.”
