TAIPEI, TAIWAN – The Tri-Mountain National Scenic Area Headquarters, Tourism Administration, MOTC announced the launch of the 2026–2027 'Greetings from Taiwan Springs' campaign on Aug. 13. The initiative highlights 'Four-Season Springs Travel' and 'Taiwanese Healing Wellness,' connecting 19 unique spring destinations across Taiwan. By integrating culinary experiences, cultural tours, and distinctive accommodations, the campaign aims to establish hot spring travel as a year-round attraction.
The launch press conference broke 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.
The official launch celebration kicks off on 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 stars 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 also 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 because it positions Taiwan as a premier wellness tourism destination, potentially boosting local economies and attracting international visitors year-round. The integration of cultural and culinary elements aims to enhance the visitor experience, while partnerships with regional businesses and international organizations underscore the global appeal of Taiwan's hot springs. The initiative also aligns with broader trends in health and wellness travel, offering travelers unique opportunities for relaxation and cultural immersion.
