The Tri-Mountain National Scenic Area Headquarters, under Taiwan's Tourism Administration, announced the launch of the 2026–2027 "Greetings from Taiwan Springs" campaign on August 13. The initiative aims to reposition hot spring travel as a year-round attraction, moving beyond the traditional winter season. By highlighting "Four-Season Springs Travel" and "Taiwanese Healing Wellness," the campaign connects 19 unique spring destinations across the island, integrating local culinary experiences, cultural tours, and distinctive accommodations.
The launch event featured 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 collaborated with local businesses to showcase regional agriculture, specialties, and lifestyle products, emphasizing the diverse offerings of Taiwan's spring towns.
The official celebration begins on September 4 at Guguan Park in Taichung, with a themed parade involving over 500 participants and the lighting ceremony for the Lishan–Guguan Light Art Festival, featuring a massive eight-meter "OhBear" light installation. The following day, a guided tribal trekking tour in Guguan offers participants an exclusive NT$500 accommodation discount, blending outdoor activity with indigenous culture.
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. This collaboration aims to share best practices and enhance Taiwan's position in the wellness tourism market. Additionally, the campaign includes promotional strategies such as 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 further enrich the travel experience. Visitors can enjoy half-price entry to national forest areas, limited-edition Taiwan Railway bento boxes, and Guanziling mud spring skincare products. These partnerships underscore the campaign's holistic approach, integrating natural landscapes, local cuisine, and wellness products into a comprehensive travel offering.
The campaign's significance lies in its strategic shift to attract visitors throughout the year, not just in cooler months. By positioning hot springs as a wellness destination, Taiwan aims to tap into the growing global demand for health and relaxation tourism. The involvement of international figures and partnerships with regional associations highlight the campaign's ambition to reach a global audience. With these efforts, Taiwan hopes to solidify its reputation as a premier destination for rejuvenation and cultural immersion.
