The Tri-Mountain National Scenic Area Headquarters, under the Tourism Administration, MOTC, officially launched the 2026-2027 "Greetings from Taiwan Springs" campaign on August 13, aiming to transform hot spring travel into a year-round attraction. The initiative, themed around "Four-Season Springs Travel" and "Taiwanese Healing Wellness," connects 19 unique spring destinations across Taiwan, integrating culinary experiences, cultural tours, and distinctive accommodations to appeal to both domestic and international travelers.
The launch press conference broke from convention 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, underscoring the campaign's focus on community engagement and local economic benefits.
The official celebrations will commence 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 will showcase a massive eight-meter "OhBear" light installation. The following day, September 5, a guided tribal trekking tour in Guguan will offer participants an exclusive NT$500 accommodation discount, encouraging immersive cultural experiences.
To promote four-season wellness tourism globally, the campaign has partnered with the East Asia Hot Spring Association for an international symposium scheduled on September 4. This collaboration aims to position Taiwan as a leading wellness destination in the region, fostering knowledge exchange and cross-border tourism initiatives.
Key promotional efforts include 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 during the Double 11 Shopping Festival. Additionally, cross-sector collaborations will offer half-price entry to national forest areas, limited-edition Taiwan Railway bento boxes, and Guanziling mud spring skincare products, enriching the overall travel experience and encouraging longer stays.
The campaign's comprehensive approach is expected to have significant implications for the local tourism industry, potentially boosting visitor numbers and stimulating economic growth in rural and mountainous regions. By highlighting the therapeutic and recreational aspects of hot springs, Taiwan aims to attract health-conscious travelers and extend the tourism season beyond traditional peak periods.
For more information about the campaign and participating destinations, visit the official website at Tri-Mountain National Scenic Area Headquarters. The initiative reflects a broader trend toward wellness tourism in Asia, positioning Taiwan as a competitive player in the global market.
