In a strategic move to position Taiwan as a premier wellness destination, the Tri-Mountain National Scenic Area Headquarters, under the Tourism Administration, MOTC, officially launched the 2026–2027 "Greetings from Taiwan Springs" campaign on August 13. The initiative, themed "Four-Season Springs Travel" and "Taiwanese Healing Wellness," links 19 distinct hot spring locales across the island, integrating local cuisine, cultural tours, and unique accommodations to transform hot spring visits into a year-round draw.
The campaign's launch press conference deviated from the ordinary, featuring a runway show headlined by 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 presence underscored the campaign's cross-sector appeal, blending gastronomy, design, and lifestyle with regional agricultural products and local specialties.
The official celebration kicks off on September 4 at Guguan Park in Taichung with a themed parade featuring over 500 participants and the lighting of the Lishan–Guguan Light Art Festival, where an eight-meter "OhBear" light installation takes center stage. The following day, a guided tribal trekking tour in Guguan offers participants an exclusive NT$500 accommodation discount, highlighting the area's indigenous culture and natural beauty.
To foster international collaboration, the campaign partners with the East Asia Hot Spring Association for an international symposium on September 4, aiming to share best practices and promote cross-border wellness tourism. Additionally, the campaign rolls out a series of consumer incentives: 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. Cross-sector partnerships also offer half-price entry to national forest areas, limited-edition Taiwan Railway bento boxes, and Guanziling mud spring skincare products, enriching the overall visitor experience.
This comprehensive approach underscores Taiwan's commitment to revitalizing its tourism industry by leveraging its abundant hot spring resources. By positioning hot springs as a four-season attraction, the campaign aims to attract both domestic and international travelers, stimulate local economies, and promote a holistic wellness culture. The initiative aligns with global trends toward health and sustainability, potentially positioning Taiwan as a leading wellness tourism hub in Asia. For more details, visit the official [Tri-Mountain National Scenic Area website](https://www.trimt-nsa.gov.tw/zh-tw/).
