Key North State tourism organizations announce new CEO
Longtime tourism and hospitality expert Jennifer Johnston will be responsible for promoting tourism in Redding, Shasta and the surrounding counties in her new leadership role.
Jennifer Johnston has been appointed as the new CEO of the organizations Choose Redding Lodging and UpStateCA, both of which promote tourism in the City of Redding and the larger North State region.
UpStateCA, also known as the Shasta Cascade Wonderland Association, is a nonprofit marketing organization that promotes tourism in Shasta, Siskiyou, Trinity, Plumas, Lassen, Tehama, Butte, and Modoc. Choose Redding Lodging is operated by the Redding Tourism Marketing Group and helps facilitate conferences, sporting events, tour bus groups, and other group meetings in the City of Redding.
Johnston is a native of Redding and has worked in the hospitality and tourism industries in California and Hawaii for more than 15 years. She previously served as the Marketing and Communications Manager for Visit Redding, a project of the Redding Chamber of Commerce that’s focused on increasing local tourism.
“Her leadership style, understanding of destination marketing, and passion for connecting visitors, residents, and local businesses make her an ideal fit for this role.” Dave Gowan, Chair of UpStateCA said in a recent press release, announcing the new appointment.
Johnston will be replacing former CEO Laurie Baker, who will transition to become the organizations’ Tourism Director. In her new leadership role, Johnston will promote regional destinations for tourists traveling to northern California on the road or by flight, strengthen connections with local lodging partners, and collaborate with city, county, tribal, and nonprofit leaders to promote tourism in the area.
To gather data on the public’s attitude toward tourism, Baker is requesting the public to respond to a survey intended to help guide Johnston in the next decade of strategic planning. The survey closes Dec. 10.
11.26.25 9:20 a.m. We have updated the story to clarify Johnston’s role at the Redding Chamber.
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