Linkd Tourism

What Linkd Tourism does

Linkd Tourism (legal entity: Excelus Pty Limited) is an Australian-headquartered tourism marketing and public relations representation agency founded in 1992. Operating from five offices across Australia (Gold Coast, Brisbane, Sydney, Melbourne) and New Zealand (Auckland), the firm represents international destination marketing organizations, tourism boards, and travel brands seeking in-market presence across Australasia. Its 11-50 person team delivers integrated marketing, trade representation, media relations, consumer campaigns, events, social media management, and market research services.

The company's service offering is organized around eight core services (Travel Trade Representation, Marketing Services, Media & Public Relations, Events, Consumer Marketing Campaigns, Stakeholder Engagement, Social Media, and Market Research), delivered as full-service retainer engagements rather than modular SaaS products. There is no proprietary technology platform disclosed; the business is a human-led professional services firm whose primary assets are relationships with travel trade intermediaries (5,000+ agent newsletter list), tourism media (Delta, Time Out, Klook, Adventure World endorsements), and a network of Australasian industry bodies (Visit USA Organisation, Australian Society of Travel Writers). Documented client outcomes include 520+ agents trained and 1,300+ room nights sold for Kyushu, 135% passenger growth post-JNTO famils, and $22:1 ROI on a Hong Kong Tourism Board campaign.

The revenue model is professional services retainers paid by international tourism boards and DMOs, with no public pricing. Client concentration is anchored to a roster of approximately 15-17 destination partners including Arizona, Colorado, Hong Kong Tourism Board, I Love New York, JNTO, Kyushu, Okinawa, Seattle, Washington, Anaheim, Aspen Snowmass, The Great American West, Tourism Portland, Aqua-Aston Hospitality, GALTA, and Alamo Rent-A-Car. The company has maintained a 30+ year relationship with Alamo and is privately held with no disclosed external investment.

Name

Linkd Tourism

Legal name

Excelus Pty Limited

Website

https://linkdtourism.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Linkd Tourism is an Australian-headquartered tourism marketing and PR representation agency that acts as an in-market office for international destination marketing organizations across Australia and New Zealand. It serves tourism boards, DMOs, and travel brands (e.g., I Love New York, Hong Kong Tourism Board, JNTO) with integrated trade representation, consumer marketing, media relations, and events from five ANZ offices.

Ownership category

akta.pro rank

Headquarters

HQ city

Burleigh Heads

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Travel Trade Representation Services: Linkd Tourism provides representation services to tourism boards and destination marketing organizations (DMOs) in Australia and New Zealand. They deliver trade marketing, PR, media relations, events, consumer marketing, and sales consultation as a comprehensive service offering.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Linkd Tourism is a B2B travel trade representation company that acts as the in-market Australian and New Zealand office for international tourism boards, destination marketing organizations (DMOs), hospitality brands, and car rental companies. It delivers an integrated service offering covering trade representation, marketing, media and public relations, events, consumer campaigns, social media, and market research to drive destination visitation and bookings.

Product overview

Linkd Tourism is a tourism marketing and representation agency operating as a single unified service offering rather than a platform-plus-modules architecture. The company's core service is full-service tourism marketing and PR representation for international destinations in the Australian and New Zealand markets. The service offering is organized around eight integrated core services: Travel Trade Representation (account management, sales strategy, trade marketing, agent training), Marketing Services (cooperative/digital/creative), Media & Public Relations (press, media relations, brand partnerships), Events (roadshows, trade shows, webinars), Consumer Marketing Campaigns, Stakeholder Engagement, Social Media Management, and Market Research. The company represents a portfolio of destination partners including Alamo Rent A Car, Aqua-Aston Hospitality, Arizona Office of Tourism, Aspen Snowmass, Colorado Tourism Office, GALTA, Hong Kong Tourism Board, I Love New York, Japan National Tourism Organization, Kyushu, Okinawa, Tourism Portland, The State of Washington, The Great American West, Visit Anaheim, and Visit Seattle.

Differentiator

Problem solved

Functional benefit

Products and services

• Travel Trade Representation
• Marketing Services
• Media and Public Relations
• Events
• Consumer Marketing Campaigns
• Social Media Management
• Market Research
• Stakeholder Engagement

Quantifiable outcome

• 520+ agents trained and 1,300+ room nights sold for Kyushu representation
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and strategic.

• Tourism PortlandcoreChannel Partner/ Reseller/ Distributor · 8 October 2025Linkd Tourism was appointed to represent Travel Portland in the Australian and New Zealand markets in October 2025, expanding their US destination portfolio.
• The Great American WestcoreChannel Partner/ Reseller/ Distributor · 2 October 2025Linkd Tourism was appointed to represent The Great American West in Australia and New Zealand in October 2025, reaffirming their presence in the market.
• Fox DMCstrategicStrategic or Co-development Partner · 4 September 2025Linkd Tourism announced expansion and evolution through partnership with Fox DMC in September 2025.
• GALTAstrategicStrategic or Co-development Partner · 12 June 2025Linkd Tourism partners with GALTA (Australia's LGBTQIA+ Travel Association) to deliver a strategic public relations program designed to elevate awareness of inclusive tourism and strengthen industry engagement across Australia.
• Alamo Rent A CarcoreChannel Partner/ Reseller/ DistributorLinkd Tourism has been the Australian and New Zealand representatives for Alamo Rent A Car for over 30 years. Alamo is a car rental company with over 1,000 locations in more than 70 countries, offering affordable vehicle rentals for leisure travelers at major airports and travel destinations.
• Aqua-Aston HospitalitycoreChannel Partner/ Reseller/ DistributorAqua-Aston Hospitality is an operating business of Marriott Vacations Worldwide Corporation, headquartered in Honolulu, Hawaii, with a legacy stretching back to 1948. They manage full-service resorts, boutique hotels, and condominium resorts across Hawaii.
• Arizona Office of TourismcoreChannel Partner/ Reseller/ DistributorLinkd Tourism represents Visit Arizona in Australia and New Zealand, providing trade representation, PR, and marketing services for the Grand Canyon State destination.
• Colorado Tourism OfficecoreChannel Partner/ Reseller/ DistributorLinkd Tourism represents Colorado Tourism Office in Australia and New Zealand, delivering targeted PR programs and trade representation for the year-round mountain destination.
• Hong Kong Tourism BoardcoreChannel Partner/ Reseller/ DistributorLinkd Tourism has an ongoing multi-year partnership with Hong Kong Tourism Board, delivering public relations and consumer marketing activity to re-establish and reposition Hong Kong in the Australian market with focus on stopover visits and short-stay travel.
• I Love New YorkcoreChannel Partner/ Reseller/ DistributorLinkd Tourism represents I Love New York (ILNY) for tourism marketing and promotion across Australia and New Zealand, conducting campaigns to showcase New York State's diverse regions beyond NYC.
• Japan National Tourism Organization (JNTO)coreChannel Partner/ Reseller/ DistributorLinkd Tourism collaborates with JNTO on retail travel agent familiarization trips in New Zealand, hosting agents for immersive Japan experiences to boost product knowledge and bookings.
• Kyushu TourismcoreChannel Partner/ Reseller/ DistributorLinkd Tourism has served as Kyushu's representative in Australia since 2021, managing public relations, trade, and consumer marketing including agent training, trade famils, cooperative campaigns, and media coverage.
• Visit SeattlecoreChannel Partner/ Reseller/ DistributorLinkd Tourism represents Visit Seattle in Australia and New Zealand, conducting marketing campaigns to position Seattle as an essential destination for Australian travelers.
• Aspen SnowmasscoreChannel Partner/ Reseller/ DistributorLinkd Tourism delivers a targeted public relations program for Aspen Snowmass to build awareness and drive consideration among high-value travelers in Australia and New Zealand.
• OkinawacoreChannel Partner/ Reseller/ DistributorLinkd Tourism represents Okinawa tourism in Australia and New Zealand, providing trade and marketing support for the Japanese island destination.
• The State of WashingtoncoreChannel Partner/ Reseller/ DistributorLinkd Tourism represents Washington State tourism in the Australian and New Zealand markets.
• Visit AnaheimcoreChannel Partner/ Reseller/ DistributorLinkd Tourism represents Visit Anaheim for tourism marketing in Australia and New Zealand, promoting the Anaheim destination including Disneyland Resort.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Edelman: Largest global PR firm with a dedicated Travel & Tourism practice group serving DMOs, airlines, and hospitality brands. Broadly comparable because it overlaps with Linkd's PR/media services for tourism clients across regions.
• FleishmanHillard: Global PR and integrated communications firm with established travel and tourism client portfolio. Comparable because it offers PR, trade engagement, and consumer marketing services to tourism boards, overlapping with Linkd's destination representation mandate.
• Ketchum: Global PR firm with a long-standing Travel & Tourism practice serving DMOs and hospitality clients. Comparable because it delivers reputation management, consumer marketing, and trade engagement for tourism boards in adjacent markets.
• Burson: Top-five global communications firm (formed from BCW and Cohn & Wolfe) with significant travel and tourism category clients. Comparable because its brand reputation, consumer marketing, and PR services overlap with Linkd's destination marketing offerings.
• Hill & Knowlton: Global communications consultancy with travel, tourism, and hospitality clients across multiple regions. Comparable because it provides integrated marketing, PR, and policy-style stakeholder engagement for destinations and travel brands.
• Allison+Partners: Global integrated communications firm with a recognized Travel & Lifestyle practice serving tourism boards and hospitality clients. Comparable because it offers media relations, influencer marketing, and brand activations overlapping with Linkd's destination representation model.
• Weber Shandwick: Top-tier global PR firm with tourism and destination-marketing experience across North America, EMEA, and APAC. Comparable because it provides consumer engagement, media relations, and stakeholder work for tourism clients mirroring Linkd's service mix.
• Ogilvy PR: Global advertising and PR network with extensive travel and tourism category work. Comparable because its integrated brand, PR, and consumer marketing capabilities overlap with Linkd's broader marketing services for tourism clients.

Direct peers

• MMGY Global: U.S.-headquartered, global tourism and hospitality marketing firm serving DMOs, hotels, and travel brands. Directly comparable because it operates as a specialist tourism marketing agency with destination representation, paid media, and PR capabilities — Linkd's core service set.
• Lewis (Team Lewis): London-headquartered global communications agency with a dedicated travel, tourism, and hospitality practice. Directly comparable because it provides PR, trade engagement, and destination marketing services to DMO and travel clients across multiple regions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/linkdtourism
• LinkedInlinkedin.com/company/linkdtourism
• Instagraminstagram.com/linkdtourism

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Linkd Tourism