Taiwan has officially launched its 2026-2027 "Greetings from Taiwan Springs" campaign, aiming to transform hot spring travel into a year-round attraction. The initiative, announced by the Tri-Mountain National Scenic Area Headquarters under the Tourism Administration, MOTC, highlights "Four-Season Springs Travel" and "Taiwanese Healing Wellness," connecting 19 unique spring destinations across the island. The campaign integrates culinary experiences, cultural tours, and distinctive accommodations to attract both domestic and international visitors.
The launch press conference featured a vibrant 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, emphasizing the local culture and economic benefits.
The official 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 includes 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 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 initiative underscores Taiwan's commitment to diversifying its tourism offerings beyond the traditional peak seasons, leveraging its rich natural resources and cultural heritage. By positioning hot springs as a year-round wellness option, the campaign aims to boost local economies, attract repeat visitors, and enhance Taiwan's global tourism appeal. The collaboration with international partners and the inclusion of unique experiences are expected to generate significant interest among travelers seeking authentic and rejuvenating experiences.
