Lisa Oliveira, screen shot from Lance Cardoza's Business Leaders show on YouTube

Lisa Oliveira, head of the Fresno/Clovis Convention & Visitors Bureau, is stepping away from the organization after five years to take a new role in Texas’ Hill Country.

Oliveira has been named president and CEO of the Fredericksburg Convention and Visitors Bureau, about 80 miles northwest of San Antonio. She is scheduled to begin the position May 11, according to a bureau news release.

In a LinkedIn post announcing her departure, Oliveira said serving the Central Valley has been one of the greatest honors of her career. A Modesto native who grew up in Turlock on a goat dairy, she later attended Fresno State.

“Fresno County is more than a place I’ve worked — it’s a place that has shaped me, challenged me, and surrounded me with amazing people who are deeply committed to making a difference,” Oliveira wrote. “I am incredibly proud of what we’ve accomplished together and will continue to be a huge supporter of the Central Valley.”

Oliveira began her career with the Fresno/Clovis Convention & Visitors Bureau as an intern and rose through the organization, which promotes the region as a travel destination in partnership with the local hospitality industry. She became president and CEO in 2021 following the departure of Layla Forstedt.

During her tenure, Fresno County tourism continued a post-pandemic recovery even as statewide forecasts point to a potential $900 million decline in visitor spending in 2025, according to Visit California. While broader California destinations face headwinds tied to international travel softness and economic uncertainty, Visit Fresno County has credited its diversified visitor base for steady performance.

Fresno County visitor spending reached about $1.48 billion in 2024, up roughly 3% year over year, extending a multi-year rebound that has pushed totals above pre-pandemic levels.

The bureau has also emphasized a mix of drive markets such as Los Angeles, the Bay Area and Sacramento, along with direct-flight markets including Chicago, Dallas, Phoenix and Seattle, as well as longer-haul domestic and international feeder regions.

At Fredericksburg, Oliveira will oversee a destination that generated about $175 million in visitor spending in 2024, supporting roughly 1,200 jobs and $17 million in tax revenue. The Texas city is known for its German heritage and wine industry, as well as attractions such as the National Museum of the Pacific War and Enchanted Rock State Natural Area.

David Shields, chair of the Fredericksburg CVB board, said Oliveira brings “an inviting, collaborative spirit” and experience leading destination marketing organizations.