The Tri-Mountain National Scenic Area Headquarters under Taiwan's Tourism Administration announced the launch of the 2026–2027 "Greetings from Taiwan Springs" campaign on August 13. The initiative, themed around "Four-Season Springs Travel" and "Taiwanese Healing Wellness," connects 19 unique hot spring destinations across the island, integrating culinary experiences, cultural tours, and distinctive accommodations to position hot spring travel as a year-round attraction.
The launch press conference broke from convention with a 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 local collaboration.
The official celebration begins on September 4 at Guguan Park in Taichung, with a themed parade featuring over 500 participants and the lighting of the Lishan–Guguan Light Art Festival, which includes a massive eight-meter "OhBear" light installation. The next day, a guided tribal trekking tour in Guguan offers participants an exclusive NT$500 accommodation discount, blending outdoor adventure with cultural immersion.
To promote four-season wellness tourism globally, the campaign partners with the East Asia Hot Spring Association for an international symposium on September 4. Additionally, 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 for the Double 11 Shopping Festival. Cross-sector collaborations provide half-price entry to national forest areas, limited-edition Taiwan Railway bento boxes, and Guanziling mud spring skincare products, enriching the overall travel experience.
This strategic push aims to reposition Taiwan's hot springs from a winter-only activity to a versatile wellness offering, capitalizing on the global trend toward health and wellness tourism. By integrating local culture, cuisine, and nature, the campaign seeks to attract both domestic and international visitors, boosting regional economies and reinforcing Taiwan's image as a premier wellness destination. The focus on year-round appeal is particularly significant given the island's diverse climate and geothermal resources, which can be enjoyed in different ways across seasons.
For more information, visit the official website: Tri-Mountain National Scenic Area.
