On August 13, the Tri-Mountain National Scenic Area Headquarters under Taiwan's Tourism Administration announced the launch of the 2026–2027 'Greetings from Taiwan Springs' campaign. This initiative aims to rebrand hot spring travel as a year-round attraction, moving beyond the traditional winter-only perception. The campaign showcases 19 unique spring destinations across Taiwan, integrating culinary experiences, cultural tours, and distinctive accommodations to offer a comprehensive wellness tourism package.
The launch press conference was notably unconventional, featuring 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 collaborated with local businesses to display regional agriculture, specialties, and lifestyle products, emphasizing the integration of local culture and wellness.
The official celebration begins September 4 at Guguan Park in Taichung, with a themed parade of over 500 participants and the lighting of the Lishan–Guguan Light Art Festival, featuring a massive eight-meter 'OhBear' light installation. The following day, a guided tribal trekking tour in Guguan will be offered, along with an exclusive NT$500 accommodation discount for participants.
To promote four-season wellness tourism internationally, the campaign has partnered 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 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 will also provide 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 strategic initiative underscores Taiwan's commitment to diversifying its tourism offerings and capitalizing on the growing global interest in wellness travel. By positioning hot springs as a year-round draw, the campaign aims to boost local economies and enhance Taiwan's appeal as a premier wellness destination.
