The Tri-Mountain National Scenic Area Headquarters, under Taiwan's Tourism Administration, has officially launched the 2026–2027 "Greetings from Taiwan Springs" campaign. Announced on August 13, the initiative aims to reposition hot spring travel as a year-round attraction, moving beyond the traditional winter-only perception. With the themes "Four-Season Springs Travel" and "Taiwanese Healing Wellness," the campaign connects 19 unique spring destinations across the island, integrating culinary experiences, cultural tours, and distinctive accommodations.
The launch press conference featured a 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. They showcased regional agriculture, specialties, and lifestyle products, highlighting the diverse offerings of Taiwan's spring towns.
The official launch celebration begins September 4 at Guguan Park in Taichung, with a themed parade featuring over 500 participants and the lighting ceremony for the Lishan–Guguan Light Art Festival, which includes 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 relaxation.
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 collaboration aims to exchange knowledge and best practices in hot spring tourism, positioning Taiwan as a leader in wellness travel.
Key promotions 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. Additionally, 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 underscores Taiwan's commitment to sustainable tourism and regional economic development. By leveraging its abundant hot spring resources, Taiwan aims to attract both domestic and international travelers, offering a unique blend of nature, culture, and wellness. The initiative is expected to boost local economies and position Taiwan as a premier destination for year-round health and relaxation tourism.
