This week, we invite you to meet Emma Prineas, General Manager, Marketing & Public Relations at Linkd Tourism, the Travel Lifestyle Network's new partner in Australia and New Zealand.
GroupExpression: Tell us about Linkd Tourism and your role within the agency
Emma Prineas: Linkd Tourism is a full-service representation agency, specialising in connecting tourism brands to Australian and New Zealand travellers through PR, marketing and trade representation services.
In 2026, the company celebrates 40 years and attributes its long-standing success to a fluid understanding of its clients' requirements and the travel industry environment, both in Australia and New Zealand. Looking ahead, we are excited about the opportunities that lie in expanding our services and client base, and we remain committed to delivering exceptional results for our clients.
Linkd Tourism has in its history represented over 60 partners worldwide. Our current major retained clients include, amongst others, Colorado Tourism Office, Hong Kong Tourism Board, Kyushu Tourism Organisation, New York State Office of Tourism, Okinawa Tourism, Swan Hellenic Cruises and State of Washington Tourism, as well as ongoing project-based clients.
En tant que directrice générale Marketing et Relations publiques, je dirige les équipes opérationnelles chargées de la communication et du marketing, et je pilote, avec notre équipe commerciale, la stratégie et l’amélioration continue de nos process.
GE: Australians and New Zealanders have never travelled to Europe as much as they do today, despite higher airfares and disrupted stopovers in the Middle East. What makes these travellers willing to take a 20-hour flight, and how can a European destination or brand stand out to them?
EP: There are a number of intersecting insights driving the huge passenger arrival volumes you are seeing from the ANZ markets. Our sector is showing what is being termed "travel resilience".
In Australia, the older generations - the "Baby Boomers" - have retired with significant and liquid wealth, and are not holding back on spending it. Huge property growth in Australia, combined with being the first generation in Australia to really plan for their retirement, has meant that this generation has the financial insulation to be largely unaffected by inflation, while Gen Z and Millennials report wanting to live for the moment, rather than delay travel to a time when prices are even higher.
Though travellers are conscious of geopolitical issues, they are simply rerouting around conflict zones - and we are seeing huge numbers travel via Asia. Part of this is the Australian psyche: embedded in our cultural consciousness is the concept of resilience, of overcoming, that (whether true today or not!) has been bred into our minds from the earliest stories of convict settlement. There is something in ANZ culture that is accustomed to travel being laborious, long-haul, difficult, and yet completely rewarding and absolutely mandatory. People will largely still self-identify as travellers; it is a rite of passage for those so far away from... well, everything.
ANZ travellers will continue to travel in droves to Europe, and continue to look further afield, with Albania and the Peloponnese slated as just a few of the destinations set to spike. How can a destination stand out to them? Stand out by being the "next big thing" before it is discovered in droves. Australians still like to think of themselves as individuals; they do not favour the herd mentality of following trends. So make your territory clear, suggest itineraries that are unknown, highlight just how untouched the destination is, and we will come.
GE: What message would you like to share with European tourism professionals who want to win over the Australian and New Zealand markets?
EP: As Australians, we identify ourselves as real players on the world stage - whether that is true or, more accurately, not. We do not like to be faced with the fact that we are geopolitically a bit-part character, and that plays out in how your marcomms need to be activated in market. We self-define as culturally different from US, UK and Canadian audiences, but are sometimes spoken to in the same way - this strategy is certain to fail.
When speaking to ANZ travellers, you must always speak to them as though they are your equals. Be casual, relaxed, and let them in on the fact that they know, and you know, that they are being marketed to.
ANZ audiences do not respond to largesse; they value authenticity, and they value those outlets that make them feel heard. Find your audience in niche outlets, speak to them with respect, as though they know who they are - because they do - and they will be putty in your hands.
