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New tea to capture ‘Gold Coast’ aroma

Kaori Tabi tea Gold CoastIn a unique move, the QLD government has developed a range of teas that smell like the Gold Coast.

Five different herbal teas have been developed using artificial intelligence, aimed at inspiring Japanese travellers to visit the Gold Coast.

The ‘Kaori Tabi’ teas – Japanese for ‘aroma travel’ – capture the scents of the five iconic Gold Coast locations of Surfers Paradise, Natural Bridge, Gold Coast Hinterland, Lamington National Park and Burleigh Heads.

Destination Gold Coast CEO Martin Winter said the teas instantly connect future travellers to Gold Coast, so they get a taste of the experiences that may lay ahead.

“As far as we know, it is the first time anywhere in the world that a tourism marketing organisation has employed AI technology to capture the aromatic elements of a destination and then use it to appeal to a consumers’ sense of smell in market to heighten consideration,” he said.

Tourism Industry Development Minister Kate Jones said in an increasingly competitive global tourism market, this campaign stood out as a unique way to inspire travellers to book.

Kaori Tabi tea Gold Coast2

“The ‘kaori tabi’ campaign is specifically aimed at young working females, aligning with TEQ’s Queensland Asia Tourism Strategy which identifies millennials as a key target market,” Jones said.

“Through market research we’ve identified that millennial visitors are young, sophisticated, independent travellers seeking unique and original experiences in destinations that have brag-ability. I’m confident this campaign will capture the attention of young working females in Tokyo and Osaka who are large consumers of organic and detox products like herbal teas.”

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