The Tri-Mountain National Scenic Area Headquarters, Tourism Administration, MOTC announced the launch of the 2026–2027 "Greetings from Taiwan Springs" campaign on August 13, 2026. The initiative aims to reposition hot spring travel as a year-round attraction, moving beyond the traditional winter season. By connecting 19 unique spring destinations across Taiwan, the campaign integrates culinary experiences, cultural tours, and distinctive accommodations to promote "Four-Season Springs Travel" and "Taiwanese Healing Wellness."
The announcement was made during a press conference that 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. Together with local businesses, they showcased regional agriculture, specialties, and lifestyle products, highlighting the cultural and economic significance of the campaign.
The official launch celebration is scheduled 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 includes an 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. 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.
This campaign represents a strategic effort to boost Taiwan's tourism industry by leveraging its rich hot spring resources. By promoting year-round travel, it aims to stabilize seasonal tourism fluctuations and support local economies in rural areas. The integration of wellness trends and cultural elements is expected to attract both domestic and international visitors, positioning Taiwan as a leading wellness tourism destination in Asia.
The "Greetings from Taiwan Springs" campaign is a collaborative effort involving government agencies, local businesses, and international partners. It underscores the importance of sustainable tourism development and the preservation of Taiwan's cultural heritage. As the campaign unfolds, it will likely set a precedent for future tourism initiatives in the region.
