In a move to redefine hot spring tourism as a year-round pursuit, the Tri-Mountain National Scenic Area Headquarters under Taiwan's Tourism Administration has announced the launch of the 2026–2027 "Greetings from Taiwan Springs" campaign. The initiative, unveiled on August 13, 2026, seeks to integrate 19 unique spring destinations across the island with culinary, cultural, and wellness offerings, positioning Taiwan as a premier healing destination.
The campaign's core theme, "Four-Season Springs Travel," challenges the traditional winter-only association of hot springs. By promoting springs as a wellness retreat throughout the year, Taiwan aims to attract both domestic and international travelers seeking relaxation and cultural immersion. The slogan "Taiwanese Healing Wellness" underscores the integration of natural hot springs with local traditions, gourmet cuisine, and distinctive accommodations.
At the launch press conference, the campaign broke with convention by featuring a runway show with celebrity "Hot Spring Travel Navigators." Notable figures included 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. Their presence highlighted the campaign's cross-sector appeal, showcasing regional agriculture, specialties, and lifestyle products in collaboration with local businesses.
The official festivities begin on September 4 at Guguan Park in Taichung, with a themed parade expected to draw over 500 participants. The event will also feature the lighting ceremony for the Lishan–Guguan Light Art Festival, centered on 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, blending adventure with cultural heritage.
To bolster international engagement, the campaign has partnered with the East Asia Hot Spring Association for an international symposium on September 4, aiming to share best practices and promote wellness tourism across the region. Additionally, a series of marketing strategies have been unveiled: new followers on the campaign's official channels will receive complimentary LINE POINTS, curated travel packages start at NT$299, and a flash sale of 800 limited NT$1 Hot Spring Vouchers is planned for the Double 11 Shopping Festival.
Cross-sector collaborations further enrich the travel experience. Visitors can enjoy half-price entry to national forest areas, savor limited-edition Taiwan Railway bento boxes, and explore Guanziling mud spring skincare products. These partnerships aim to create a holistic journey that extends beyond the hot springs themselves.
The campaign's comprehensive approach is expected to significantly boost Taiwan's tourism sector, which has been recovering from pandemic-related setbacks. By promoting hot spring travel as a year-round activity, Taiwan not only diversifies its tourism offerings but also strengthens its position as a leading wellness destination in Asia. The involvement of international partners and celebrities underscores the campaign's global ambitions, as Taiwan seeks to attract travelers seeking unique cultural and health experiences.
