Taiwan Launches Four-Season Springs Campaign to Boost Year-Round Wellness Tourism

The Tri-Mountain National Scenic Area Headquarters, under the Tourism Administration, MOTC, announced on August 13 the official launch of the 2026–2027 "Greetings from Taiwan Springs" campaign. This initiative emphasizes "Four-Season Springs Travel" and "Taiwanese Healing Wellness," connecting 19 unique spring destinations across Taiwan. By integrating culinary experiences, cultural tours, and distinctive accommodations, the campaign aims to establish hot spring travel as a year-round attraction, not just a winter pastime.

The launch press conference broke from tradition with a vibrant 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. Together with local businesses, they showcased regional agriculture, specialties, and lifestyle products, highlighting the economic potential of these destinations.

The official launch 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 will star 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. This symposium will bring together industry experts and stakeholders to discuss trends and opportunities in hot spring tourism, positioning Taiwan as a leader in wellness travel.

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.

These initiatives are designed to stimulate local economies by attracting domestic and international tourists year-round. By highlighting the diversity of Taiwan's spring resources—from hot springs in the mountains to mud springs in the plains—the campaign not only boosts tourism but also supports small businesses, local agriculture, and cultural preservation. For travelers, this means more reasons to visit Taiwan beyond the typical sightseeing, offering immersive wellness experiences that combine relaxation with cultural discovery.

The campaign's focus on year-round appeal is particularly significant for regions like Guguan, which rely heavily on seasonal tourism. By extending the travel season and creating new attractions, the initiative aims to provide stable income for local communities. Additionally, the international symposium and collaborations with global partners like TSUTAYA BOOKSTORE signal Taiwan's commitment to integrating wellness tourism into the broader Asia-Pacific travel market.

For more information about the campaign and participating destinations, visit the official website at Tri-Mountain National Scenic Area. The campaign's hashtag #TaiwanFourSeasonSprings will also provide updates on social media platforms.