Brand USA Hires Walshe Group for PR in Australia, New Zealand

Brand USA, the U.S. tourism marketing organization, has appointed The Walshe Group as its new public relations agency for the Australia and New Zealand markets.

Brand USA, the nation's destination marketing organization, has appointed The Walshe Group as its new public relations agency of record for the critical Australia and New Zealand markets. The agency will be responsible for developing and executing strategic communications to promote travel to the United States, targeting consumers, trade partners, and media in the region. This agency appointment signals a focused effort to capture a larger share of high-value long-haul travelers from these key international tourism source markets as global travel continues to rebound.

The partnership aims to leverage Walshe Group's regional expertise to craft compelling narratives around diverse U.S. destinations, experiences, and cultural offerings. This strategic communications move matters because tourism is a major U.S. export and job creator; effective PR in competitive feeder markets is essential for driving visitation and spending. For the tourism industry, a successful campaign can translate into increased airline bookings, hotel stays, and economic activity across multiple states, supporting the broader travel and hospitality sector's recovery and growth.

For destination marketers and hospitality executives, the implication is a more coordinated and potentially impactful promotional push from the national level into Oceania. The forecast is for a campaign emphasizing sustainable travel, unique cultural exchanges, and lesser-known destinations beyond the traditional gateways. Decision-makers at U.S. destinations should align their own marketing efforts with Brand USA's overarching message to maximize impact. The next imperative for The Walshe Group is to demonstrate measurable success in shifting perceptions and generating qualified demand, proving that strategic public relations can directly contribute to achieving international visitation goals in a complex global market.