Taiwan's Tri-Mountain National Scenic Area Headquarters, under the Tourism Administration, MOTC, announced on August 13 the launch of the 2026–2027 "Greetings from Taiwan Springs" campaign. The initiative, which emphasizes "Four-Season Springs Travel" and "Taiwanese Healing Wellness," connects 19 unique spring destinations across the island, aiming to position hot spring tourism as a year-round draw. The campaign integrates local culinary experiences, cultural tours, and distinctive accommodations to appeal to both domestic and international travelers.
The launch press conference departed from tradition by featuring a runway show with celebrity "Hot Spring Travel Navigators," including acclaimed chef Edward Lee from Netflix's Culinary Class Wars, visual identity creative director Yen Po-Chun, TSUTAYA BOOKSTORE Taiwan Chairman Kazuma Otsuka, and actor-host Andrew Chau. These figures, alongside local businesses, showcased regional agriculture, specialties, and lifestyle products, highlighting the diverse offerings of Taiwan's spring towns.
The official celebration begins on September 4 at Guguan Park in Taichung, with a themed parade expected to draw over 500 participants. The event will also feature the lighting ceremony for the Lishan–Guguan Light Art Festival, which includes a massive eight-meter "OhBear" light installation. On September 5, a guided tribal trekking tour in Guguan will offer participants an exclusive NT$500 accommodation discount, further incentivizing exploration of the area's natural and cultural heritage.
To promote four-season wellness tourism globally, the campaign has partnered with the East Asia Hot Spring Association for an international symposium on September 4, bringing together industry experts to discuss trends and opportunities in hot spring tourism. Additionally, the campaign will roll out a series of promotions, including complimentary LINE POINTS for new followers, curated travel packages starting at NT$299, and a flash sale of 800 limited NT$1 Hot Spring Vouchers for the Double 11 Shopping Festival. Cross-sector collaborations also offer half-price entry to national forest areas, limited-edition Taiwan Railway bento boxes, and Guanziling mud spring skincare products to enrich the travel experience.
This initiative underscores Taiwan's commitment to sustainable tourism and wellness travel, leveraging its abundant hot spring resources to attract visitors year-round. By integrating local culture, cuisine, and nature, the campaign aims to boost regional economies and position Taiwan as a leading wellness destination in Asia. The emphasis on four-season travel also aligns with global trends toward health-conscious and experiential tourism, potentially increasing international visitor numbers and extending their length of stay.
