Taiwan's Tri-Mountain National Scenic Area Headquarters, under the Tourism Administration, MOTC, has officially launched the 2026–2027 "Greetings from Taiwan Springs" campaign, aiming to establish hot spring travel as a year-round attraction. The initiative, announced on August 13, connects 19 unique spring destinations across the island, integrating culinary experiences, cultural tours, and distinctive accommodations to promote "Four-Season Springs Travel" and "Taiwanese Healing Wellness."
The campaign's launch press conference broke from tradition with a vibrant runway show featuring 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. Together with local businesses, they showcased regional agriculture, specialties, and lifestyle products, highlighting the diverse offerings of Taiwan's hot spring regions.
The official launch celebration is set for September 4 at Guguan Park in Taichung, featuring a themed parade with over 500 participants and the lighting ceremony for the Lishan–Guguan Light Art Festival, which will star a massive eight-meter "OhBear" light installation. The festivities continue on September 5 with a guided tribal trekking tour in Guguan, offering participants an exclusive NT$500 accommodation discount.
To promote four-season wellness tourism globally, the campaign partners with the East Asia Hot Spring Association for an international symposium on September 4. Key promotions include complimentary LINE POINTS for new followers, curated packages starting at NT$299, and a flash sale of 800 limited NT$1 Hot Spring Vouchers for the Double 11 Shopping Festival. Furthermore, cross-sector collaborations 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.
The campaign underscores Taiwan's commitment to diversifying its tourism appeal beyond the traditional peak seasons. By positioning hot springs as a year-round attraction, the initiative aims to attract both domestic and international visitors, boosting local economies in the 19 participating destinations. The integration of wellness trends, culinary tourism, and cultural experiences reflects a broader strategy to cater to evolving traveler preferences for health and rejuvenation.
According to the Tourism Administration, the campaign is expected to generate significant economic impact, with projections of increased visitor spending and extended stays. The partnerships with local businesses and international organizations like the East Asia Hot Spring Association are designed to enhance Taiwan's visibility in the global wellness tourism market.
For more information about the campaign and participating destinations, visit the official website at Tri-Mountain National Scenic Area Headquarters.
