Marking 50 years of operations in 2026, The Walshe Group has made a series of team changes across its destination accounts.
Six appointments span Brand USA, Hawai’i Tourism Oceania, New York City Tourism + Conventions and the company’s own internal marketing function. The Walshe Group says the changes reflect the growing scale of its destination marketing and PR operations across the region.
The moves come in a historic 50th year for the business, a milestone the company describes, having represented 14 tourism boards over the past five years alone.
Brand USA appointed The Walshe Group as its PR representative for Australia and New Zealand at the start of 2026, adding one of the highest-profile destination accounts in the market to its portfolio.
Who’s leading the Brand USA account?
Kristine George takes on the role of PR Account Director for Brand USA across Australia and New Zealand. According to The Walshe Group, George will serve as the primary in-market contact and deliver a strategic PR program designed to increase awareness of U.S. travel experiences and strengthen Brand USA’s position among Australian and New Zealand travellers.
George joined The Walshe Group in 2022 and has since led PR strategy for New York City Tourism + Conventions and Delta Air Lines. She brings more than 30 years’ experience in tourism public relations across Canada and Australia.
Supporting George on the account is Anna Riedel, who assumes the role of PR Account Manager for Brand USA effective immediately. The Walshe Group says Riedel will focus on securing high-impact coverage, developing localised storytelling and building relationships with journalists and key stakeholders. She will also oversee media events, press trips and reporting.
Riedel joined The Walshe Group in 2022 as Public Relations Executive for Hawai’i Tourism Oceania and has since served as Hawai’i Tourism Oceania’s full-time Public Relations and Trade Account Manager. She brings more than 16 years’ experience in travel and tourism, including five years in public relations.
What’s changing for Hawai’i Tourism Oceania?
With Riedel moving to the Brand USA account, Georgia Rowland joins The Walshe Group as Hawai’i Tourism Oceania’s Trade Marketing and PR Account Executive for Australia. The company says Rowland will lead integrated trade marketing and public relations activity, working with partners locally and in Hawai’i to drive trade advocacy, media visibility and stakeholder engagement.
Rowland comes from DriveAway, where she spent nine years in operational and marketing roles, most recently as Trade Communications Manager. In that position, she focused on strengthening partner communications and supporting industry partners in delivering marketing campaigns across the trade network.
Who takes over the NYC Tourism brief?
Trina Shepherd has been appointed PR and Trade Account Manager for New York City Tourism + Conventions in Australia. The Walshe Group describes Shepherd as a seasoned tourism, public relations and events professional with more than 15 years’ experience across destination marketing and communications.
Shepherd brings an extensive network of industry relationships, having led media and trade initiatives across Australia and New Zealand for destinations including Malta, Lord Howe Island, New York State, Kyushu and Norfolk Island. She will continue her PR and marketing work with South African Airways alongside the NYC Tourism role.
What about the internal team?
Charlotte Bennett has been appointed Trade and Digital Marketing Coordinator, a new role supporting The Walshe Group’s trade and client marketing initiatives.
According to the company, Bennett will assist with presentations, campaign materials, partner communications and the coordination of trade events, workshops and activations, while also contributing to digital marketing, including EDM and social campaigns.
Bennett previously managed digital marketing, social media and campaign activity for a national non-profit organisation, where she focused on strengthening online engagement and audience reach.
KARRYON UNPACKS: Six appointments in one hit signal the scale of The Walshe Group’s destination portfolio heading into its 50th year. These are the people picking up the phone when you need destination intel, famil access or co-op support.
