Taiwan's Tri-Mountain National Scenic Area Headquarters, under the Tourism Administration, MOTC, officially launched the 2026–2027 'Greetings from Taiwan Springs' campaign on August 13, 2026. The initiative aims to transform hot spring travel into a year-round attraction by highlighting 'Four-Season Springs Travel' and 'Taiwanese Healing Wellness.' The campaign connects 19 unique spring destinations across Taiwan, integrating culinary experiences, cultural tours, and distinctive accommodations to appeal to both domestic and international travelers.
The launch event broke from tradition with a 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. These figures, alongside local businesses, showcased regional agriculture, specialties, and lifestyle products, underscoring the campaign's emphasis on local culture and community engagement.
The official launch celebration will begin 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 will showcase 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. These events are designed to attract visitors and demonstrate the diverse experiences available at Taiwan's hot spring destinations.
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. Additionally, the campaign includes several promotional initiatives: 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. These offers are intended to incentivize travel and generate buzz around the campaign.
Cross-sector collaborations further enrich the travel experience, with half-price entry to national forest areas, limited-edition Taiwan Railway bento boxes, and Guanziling mud spring skincare products. These partnerships highlight the integration of local products and services into the hot spring tourism experience, creating added value for visitors.
The campaign's launch is significant for Taiwan's tourism industry, which has been seeking to diversify its offerings beyond traditional seasonal attractions. By promoting hot springs as a four-season destination, Taiwan aims to attract a broader audience, including wellness-focused travelers and those seeking unique cultural experiences. The involvement of international partners and celebrities also enhances Taiwan's visibility on the global stage, potentially boosting inbound tourism and supporting local economies.
For industry leaders, this campaign represents a strategic move to capitalize on the growing global wellness tourism trend. By leveraging Taiwan's natural hot spring resources and combining them with cultural and culinary offerings, the campaign sets a precedent for other destinations looking to revitalize their tourism sectors. The success of this initiative could influence future tourism policies and marketing strategies across the region.
As the campaign unfolds, stakeholders will be watching its impact on visitor numbers and economic benefits. With its comprehensive approach and international collaborations, the 'Greetings from Taiwan Springs' campaign is poised to make a lasting impression on Taiwan's tourism landscape.
