TAIPEI, TAIWAN – The Tri-Mountain National Scenic Area Headquarters, under the Tourism Administration, MOTC, announced on August 13 the official launch of the 2026–2027 "Greetings from Taiwan Springs" campaign. This initiative aims to establish hot spring travel as a year-round attraction 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 offer a holistic travel experience.
The launch press conference departed from 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, underscoring the campaign's emphasis on local culture and economy.
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 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. 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. 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.
This campaign is significant for the tourism industry as it aims to shift the perception of hot springs from a winter-only activity to a year-round wellness destination. By integrating local cuisine, culture, and nature, it seeks to attract both domestic and international visitors, boosting local economies and promoting sustainable tourism. The collaboration with international partners and the inclusion of unique experiences like tribal treks and light art festivals position Taiwan as a leading wellness tourism destination in Asia.
For more information, visit the official website: Tri-Mountain National Scenic Area.
