The Tri-Mountain National Scenic Area Headquarters, under Taiwan's Tourism Administration, 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, moving beyond the traditional winter-only perception. By linking 19 unique spring destinations across the island, the campaign integrates culinary experiences, cultural tours, and distinctive accommodations to create a comprehensive wellness tourism package.
The campaign's theme, "Four-Season Springs Travel" and "Taiwanese Healing Wellness," reflects a strategic shift to capitalize on the growing global demand for health and wellness tourism. According to the Tourism Administration, the initiative is designed to attract both domestic and international visitors, offering diverse experiences that highlight Taiwan's natural hot springs, local cuisine, and cultural heritage.
The launch press conference featured a vibrant 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 personalities, alongside local businesses, showcased regional agriculture, specialties, and lifestyle products, underscoring the campaign's focus on community engagement and local economic development.
The official launch celebration will take place on September 4 at Guguan Park in Taichung. The event will include a themed parade with 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 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 on September 4. This symposium aims to facilitate knowledge exchange and collaboration among hot spring destinations in the region. Additionally, the campaign will launch several promotional initiatives: 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. These efforts are intended to drive consumer engagement and boost travel bookings.
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 not only add value but also promote other sectors of Taiwan's tourism and local industries.
The campaign's strategic focus on year-round hot spring travel is expected to have significant economic implications. By extending the hot spring season beyond winter, Taiwan aims to stabilize tourism revenue and support local communities in spring destinations. Moreover, the emphasis on wellness aligns with global travel trends, positioning Taiwan as a leading destination for health and relaxation. The initiative also underscores the importance of sustainable tourism, as it encourages visitors to explore lesser-known regions and engage with local cultures.
For more information about the campaign and participating destinations, visit the official website: Tri-Mountain National Scenic Area.
