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 aims to reposition hot spring travel as a year-round attraction, moving beyond the traditional winter season. By highlighting "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.
This strategic shift is significant for Taiwan's tourism sector, which has been seeking to diversify its offerings and attract repeat visitors. By promoting hot springs as a wellness activity available in all seasons, the campaign taps into the growing global demand for health and wellness tourism. The integration of local culture, cuisine, and nature experiences is designed to appeal to both domestic and international travelers, potentially increasing tourism revenue and supporting local economies in rural areas.
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. Their participation highlights the campaign's focus on lifestyle and cultural engagement. Local businesses showcased regional agriculture and specialty products, underscoring the economic benefits for local communities.
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 will debut an eight-meter "OhBear" light installation. The following day, a guided tribal trekking tour in Guguan will offer participants an exclusive NT$500 accommodation discount, promoting indigenous culture and outdoor activities.
To enhance international appeal, the campaign has partnered with the East Asia Hot Spring Association for an international symposium on September 4, fostering cross-border knowledge exchange. Promotional efforts 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. Additionally, cross-sector collaborations offer half-price entry to national forest areas, limited-edition Taiwan Railway bento boxes, and Guanziling mud spring skincare products.
These initiatives are designed to create a comprehensive travel experience that goes beyond hot spring bathing. By partnering with transportation, retail, and skincare brands, the campaign aims to increase the overall value proposition for tourists. The emphasis on year-round travel could help stabilize tourism flows, reducing the seasonal peaks and troughs that often challenge the industry.
For travelers seeking wellness and cultural immersion, Taiwan's four-season springs offer a unique blend of relaxation and adventure. With over 19 destinations to explore, from mountain retreats to coastal resorts, the campaign provides ample opportunities for visitors to discover Taiwan's natural beauty and hospitality. The collaboration with local businesses ensures that the benefits of tourism are distributed across communities, supporting sustainable development.
As the campaign rolls out, its success will depend on effective marketing and the ability to deliver memorable experiences. The involvement of well-known personalities and partnerships with international organizations like the East Asia Hot Spring Association could boost its visibility. If successful, this initiative could serve as a model for other destinations looking to repackage their attractions for year-round tourism.
