Published on
January 23, 2026
Brand USA, the official destination marketing organization for the United States, has appointed The Walshe Group as its new public relations representative for Australia and New Zealand, a move that highlights the organization’s focus on these two vital international markets. Effective immediately, this collaboration aims to enhance Brand USA’s presence in these regions, which are consistently among the top contributors to U.S. tourism. Australia and New Zealand are key markets that play a pivotal role in the economic impact of U.S. tourism, not only driving visitation but also supporting local businesses, hotels, and transportation sectors.
“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.”
The partnership will see The Walshe Group working closely with Brand USA to deliver a comprehensive public relations program tailored to the unique needs of Australian and New Zealand travelers. The primary objective is to raise awareness about the diverse and vast travel experiences the United States offers. The initiative will inspire visitation and position the U.S. as a top travel destination for these regions, showcasing the rich variety of experiences that cater to all types of travelers, from city explorers to nature enthusiasts.
Kristine George, who brings over 30 years of expertise in tourism public relations, will be at the helm of the Brand USA account as PR Account Director. George’s experience and reputation in the tourism industry, particularly in the Australian and New Zealand markets, will be integral in driving the success of the PR strategy. She has a proven track record of crafting impactful campaigns that resonate with international audiences, making her well-suited for the role.
The Walshe Group is a renowned player in the tourism representation space, boasting nearly five decades of experience. By 2026, the agency will celebrate its 50th anniversary, cementing its status as one of the most established and trusted PR agencies for the travel sector in Australia and New Zealand. The agency’s portfolio includes long-standing relationships with prominent organizations such as New York City Tourism + Conventions and the Hawai‘i Tourism Authority, both of which have benefited from The Walshe Group’s expertise in destination storytelling and driving visitation growth.
Under George’s leadership, The Walshe Group has already made a significant impact on high-profile campaigns for brands like New York City Tourism + Conventions and Delta Air Lines. Her ability to secure top-tier media coverage has been instrumental in elevating the visibility of these brands across Australia and New Zealand. Her success in the industry has not gone unnoticed, as she was a finalist for PR of the Year at the 2023 Women in Travel Awards, recognizing her outstanding contributions to tourism public relations.
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Through this partnership, Brand USA aims to further solidify its position as a leading global destination, expanding its reach to Australian and New Zealand audiences and fostering deeper connections with travelers eager to explore the U.S. Whether it’s the bustling streets of New York, the serene national parks of the West, or the vibrant cultural scenes in cities like Los Angeles and Chicago, this strategic PR push promises to inspire a new wave of travelers from these two important markets.
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.”
With its deep industry knowledge and established networks, The Walshe Group is poised to play a pivotal role in the next phase of Brand USA’s global outreach. As the tourism sector continues to recover and evolve, this collaboration is an exciting step toward revitalizing U.S. tourism, ensuring that the country remains a top choice for international travelers looking for memorable experiences.
Kristine commented: “I’m very proud to be taking on this high-profile role with Brand USA and bringing nearly 30 years of destination PR experience to one of the world’s most iconic travel brands. As a dual Canadian-Australian citizen with deep ties to North America, I am uniquely positioned and excited about the opportunity to connect with my top tier media contacts to share compelling stories that inspire travel to the United States from Australia and New Zealand.”
