Brand USA Appoints The Walshe Group

NEW CLIENT ALERT: Brand USA, the official destination marketing organisation for the United States, has appointed The Walshe Group as its public relations representative for Australia and New Zealand, effective immediately.

The appointment reinforces Brand USA’s commitment to two of its most important international source markets. Australia and New Zealand consistently rank among the top overseas contributors to U.S. visitation and play a critical role in driving tourism-related economic impact.

“We’re pleased to appoint The Walshe Group as our new public relations representative for Australia and New Zealand. Their deep expertise in destination storytelling and strong media relationships make them the ideal partner to help us elevate the USA’s presence in these vital markets,” said Chris Heywood, senior vice president, public relations & chief communications officer at Brand USA. “I’m looking forward to expanding our PR opportunities as we harness all of the mega-events and endless ‘demand generators’ that will inspire Australians and New Zealanders to choose the USA in the years ahead.”

Working as an extension of the Brand USA team in market, The Walshe Group will deliver a strategic PR program focused on increasing awareness of the breadth and diversity of U.S. travel experiences, inspiring visitation and strengthening Brand USA’s positioning as a leading global destination brand for Australian and New Zealand travellers.

Kristine George, who brings more than 30 years’ experience in tourism public relations, will lead the account as PR Account Director. Since joining The Walshe Group in 2022, Kristine has led PR strategy for New York City Tourism + Conventions and Delta Air Lines. She was also a finalist for PR of the Year at the 2023 Women in Travel Awards.

The Walshe Group, which will mark 50 years in business in 2026, is one of the most established tourism representation agencies in Australia and New Zealand. The agency is the long-standing representative for New York City Tourism + Conventions and Hawai‘i Tourism Authority (Hawai‘i Tourism Oceania), with deep expertise in destination storytelling and driving visitation growth in this market.

Jacqui Walshe, CEO and Managing Director of The Walshe Group, said: “Following a highly competitive RFP process, we are thrilled to be appointed as Brand USA’s PR representative for Australia and New Zealand. As we celebrate 50 years in business in 2026, welcoming a client of Brand USA’s calibre to The Walshe Group’s portfolio is particularly meaningful for our team.

As two of the most vital international markets for the United States, we look forward to working closely with Gate 7, Brand USA’s in market travel trade representative, to raise awareness of travel offerings in the U.S. to media and travel professionals in Australia and New Zealand through compelling storytelling surrounding key U.S. moments from Route 66’s Centennial, FIFA World Cup 2026 and America250.”