Brand USA Appoints The Walshe Group as Its PR Partner in Australia and New Zealand to Boost U.S. Tourism

Brand USA, the official destination marketing organization of the United States, has selected The Walshe Group as its new public relations agency to lead communications efforts across Australia and New Zealand, marking a significant step in strengthening tourism ties with these key source markets.

The announcement comes after a competitive request for proposal (RFP) process that began on October 1, with six agencies submitting proposals and four finalists interviewed before The Walshe Group emerged as the chosen partner. The appointment is effective immediately, underscoring the urgency and priority Brand USA places on revitalizing travel demand from Australians and New Zealanders.

With an annual budget of around $230,000, this PR assignment covers both retainer fees and planned activation activities. Leadership of the account will be under Kristine George, Public Relations Director at The Walshe Group, who brings decades of experience in travel and tourism communications to the role.

Brand USA’s strategic goal through this partnership is to elevate the range of travel experiences available across all 50 U.S. states and territories in the minds of consumers, travel media, and industry professionals in Australia and New Zealand. Positioned as more than just seasonal marketing, the effort is part of a broader push to position the United States as a must-visit global destination with diverse offerings—from natural wonders and cultural experiences to culinary delights and iconic urban hotspots.

A major driver behind Brand USA’s optimism is the 2026 event calendar. With the FIFA World Cup set to take place across the U.S. and several major national celebrations—including the America250 campaign commemorating the United States’ 250th anniversary and the Route 66 Centennial—there are multiple reasons for travelers to consider U.S. vacations. These high-profile moments provide rich storytelling opportunities that The Walshe Group is expected to weave into its media outreach and PR campaigns.

Brand USA’s senior leadership sees 2026 as a turning point to re-energize long-haul leisure travel, following patterns of fluctuation in visitor numbers from Australia and New Zealand. Even with robust interest in air travel and key demand generators like national parks, theme parks, and city experiences, market dynamics have prompted a more proactive strategic approach.

“We are focused on amplifying the unique and expansive travel opportunities offered across the United States,” said Brand USA’s Senior Vice President of Public Relations and Chief Communications Officer, Chris Heywood. He emphasized that with an unprecedented convergence of major events ahead, the U.S. has a compelling story to share with international audiences. Heywood also pointed to the 2028 Summer Olympics in Los Angeles as another significant future draw, one that could further accelerate travel interest and bookings once media narratives begin building momentum well before the Games.

One of the notable challenges Brand USA and its new PR partner will address is media sentiment and public perceptions shaped by broader economic and policy considerations, such as tariffs or federal travel policies. The communications strategy aims not only to elevate interest in travel but also to ensure that stories about the U.S. remain positive and compelling amid such headwinds.

The incumbent agency, Gate 7, will continue its role as Brand USA’s in-market travel trade representative. Brand USA plans for both agencies to work collaboratively to ensure consistent messaging and comprehensive market coverage. This integrated approach is expected to help bridge tourism promotion between media narratives and trade-facing communications, ensuring that travel professionals continue to sell the U.S. as a top choice for travellers from Australia and New Zealand.

Brand USA’s renewed emphasis on Australia and New Zealand also aligns with its recent global marketing initiatives. Last October, the organization rolled out the “America the Beautiful” campaign—a worldwide tourism marketing effort designed to unite the country’s tourism brand under one cohesive voice. Additionally, the America250 content series launched last year has already begun highlighting themes such as family travel, outdoor activities, and feature destination stories tied to World Cup host cities.

This strategic appointment comes alongside other changes in Brand USA’s external communications strategy. Earlier this year, the organization hired Faulhaber as its PR agency of record in Canada, backed by a $400,000 budget to support tourism promotion there. Meanwhile, other expansion plans—such as searches for a global communications firm and an agency focused on pop-culture and screen tourism—were paused due to budget constraints.

Inside the organization, Brand USA has also strengthened its internal communications and marketing teams. Several senior hires were made in 2024 and 2025, including leadership roles in corporate communications, international PR, and media relations—steps that reflect a broader commitment to enhancing Brand USA’s global engagement capabilities.

Since its inception in 2012, Brand USA’s efforts have contributed to attracting over 10.3 million incremental visitors to the United States, generating an estimated $76 billion in economic output and supporting nearly 40,000 jobs annually.

In selecting The Walshe Group for Australia and New Zealand, Brand USA is betting on seasoned local expertise, deep media relationships, and strategic storytelling to reinvigorate travel interest and maximize tourism opportunities. The collaboration reflects a carefully calibrated effort to connect high-impact global moments with compelling narratives that resonate with Australian and New Zealand travelers well into the coming years.