TAIPEI, TAIWAN – The 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. This initiative aims to reposition hot spring travel as a year-round attraction, not just a winter activity, by highlighting “Four-Season Springs Travel” and “Taiwanese Healing Wellness.” The campaign connects 19 unique spring destinations across Taiwan, integrating culinary experiences, cultural tours, and distinctive accommodations to create a holistic travel experience.
The launch press conference broke 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, emphasizing the diverse offerings of Taiwan’s hot spring regions.
The official launch celebration kicks off on 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 stars 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. This symposium aims to share best practices and foster international collaboration in hot spring tourism. Key promotions also 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. These partnerships are designed to provide added value and encourage longer stays and deeper exploration of Taiwan’s hot spring regions.
The campaign underscores Taiwan’s commitment to sustainable tourism and wellness travel, leveraging its natural hot spring resources to attract both domestic and international visitors. By promoting year-round appeal, the initiative seeks to boost local economies and position Taiwan as a leading wellness destination in Asia.
