Brand USA Appoints The Walshe Group to Drive Tourism Engagement in Australia and New Zealand
Brand USA, the official destination marketing organization representing the United States, has made a significant stride in bolstering its presence in the Australian and New Zealand tourism markets. The organization has appointed The Walshe Group as its new public relations representative for these vital regions, a decision that mirrors the increasing importance of these countries as key contributors to U.S. tourism. This partnership is anticipated to not only enhance Brand USA’s visibility but also actively engage potential travelers looking to explore the diverse offerings of the United States.
The Importance of Australia and New Zealand
Australia and New Zealand are not just distant lands; they are pivotal markets for U.S. tourism. Travelers from these countries consistently contribute to the economic fabric of the U.S., supporting local businesses, hotels, and transportation sectors. By appointing a dedicated PR team in these regions, Brand USA is signaling its commitment to tapping into the untapped potential of Australian and New Zealand travelers who are eager to explore new destinations.
The Role of The Walshe Group
The Walshe Group, renowned for its expertise in tourism representation, will focus on crafting a comprehensive public relations program tailored to the specific interests and needs of travelers from Australia and New Zealand. Brand USA aims to showcase the vast and diverse travel experiences that the U.S. offers—catering not just to adventure seekers but also to culture enthusiasts, foodies, and families.
Expected initiatives include media campaigns highlighting unique travel experiences, iconic landmarks, and the rich cultural tapestry of various U.S. regions. This effort is designed to elevate the U.S. as a top-of-mind travel choice among Australians and New Zealanders.
Leadership Within The Walshe Group
At the helm of this significant partnership is Kristine George, appointed as PR Account Director for Brand USA. With over 30 years of experience in tourism public relations, George is well-versed in the intricacies of the Australian and New Zealand markets. Her leadership is expected to play a crucial role in the development and execution of effective PR campaigns that resonate deeply with potential travelers.
George’s track record in crafting successful strategies for major tourism brands positions her uniquely to navigate the nuances of media relations and consumer engagement.
A Legacy of Success
Celebrating nearly fifty years in the tourism representation sector, The Walshe Group has established trusted relationships with a variety of notable clients, including New York City Tourism + Conventions and the Hawai‘i Tourism Authority. These longstanding partnerships demonstrate the agency’s ability to effectively engage travelers and drive visitation growth through strategic storytelling.
Under George’s guidance, The Walshe Group has previously executed impactful campaigns that caught the attention of the media and the traveling public alike. Her prior successes have resulted in increased visibility and engagement for brands, making her a key player in this new endeavor.
Strategy and Focus Moving Forward
The collaboration aims to leverage upcoming mega-events to entice and inspire travelers from Australia and New Zealand. Notable events such as the Centennial of Route 66, FIFA World Cup 2026, and America250 will form the crux of marketing campaigns aimed at igniting excitement about visiting the U.S.
This proactive strategy not only targets immediate interests but also builds a long-term relationship with potential travelers, encouraging them to choose the U.S. as their preferred destination amid an evolving global tourism landscape.
Celebrating New Beginnings
Jacqui Walshe, CEO and Managing Director of The Walshe Group, expressed enthusiasm about partnering with Brand USA: “As we celebrate 50 years in business in 2026, welcoming a client of Brand USA’s caliber is particularly meaningful for our team.” This sentiment underscores the agency’s commitment to delivering exceptional public relations services that resonate not only with travelers but also create lasting impressions of brand stories.
Industry Knowledge and Connections
The intricate network and deep industry knowledge that The Walshe Group brings to the table are invaluable assets as Brand USA embarks on this journey. With a focus on compelling storytelling, the agency aims to engage media and travel professionals in Australia and New Zealand, thereby unlocking new travel opportunities for those eager to discover the United States.
Personal Connection and Expertise
Kristine George highlighted her excitement about this role, saying, “As a dual Canadian-Australian citizen with deep ties to North America, I am uniquely positioned to connect with my media contacts to share compelling stories that inspire travel to the United States.” This personal connection to both markets reinforces the potential for authenticity and relatability in the upcoming PR initiatives.
Through this strategic partnership, Brand USA and The Walshe Group are poised to create meaningful connections with Australian and New Zealand travelers, ultimately enhancing the United States’ stature as a premier travel destination.