2026 Taiwan Four-Season Springs Travel Campaign Officially Launches

The 2026 Taiwan Four-Season Springs Travel Campaign officially launched on August 13, 2026, through a press conference held at the Tri-Mountain National Scenic Area Headquarters, Tourism Administration, MOTC. The initiative, named “Greetings from Taiwan Springs,” aims to position Taiwan’s hot springs as a year-round destination by emphasizing four-season wellness tourism. It features 19 distinct spring locations across the island, each offering unique culinary, cultural, and lodging experiences tailored to seasonal appeal. The campaign was introduced with a departure from traditional launch formats, incorporating a dynamic runway-style presentation that highlighted local terroir and regional specialties. Celebrity figures such as chef Edward Lee, known for his role in Culinary Class Wars on Netflix, and actor-host Andrew Chau participated alongside creative directors and business leaders to showcase Taiwan’s agricultural and lifestyle offerings. The launch event included a collaboration with local businesses to present regional products and lifestyles, reinforcing the campaign’s focus on immersive travel experiences. The official celebrations began on September 4 with a themed parade at Guguan Park in Taichung, attended by over 500 participants. A key highlight of the day was the lighting ceremony for the Lishan-Guguan Light Art Festival, which featured an eight-meter tall “OhBear” light installation. On September 5, attendees were invited to participate in a guided tribal trekking tour in Guguan, accompanied by an exclusive NT$500 discount on accommodation. These activities underscored the campaign’s goal of blending nature, culture, and leisure into a cohesive travel proposition. To expand its reach internationally, the campaign partnered with the East Asia Hot Spring Association to host an international symposium on September 4. This event aimed to foster dialogue among global stakeholders interested in wellness tourism and sustainable travel practices. In addition to these high-profile initiatives, the campaign introduced several promotional strategies designed to attract both domestic and international visitors. New followers of the campaign received complimentary LINE POINTS, while curated travel packages started at NT$299. A limited-time flash sale offered 800 NT$1 Hot Spring Vouchers during the Double 11 Shopping Festival, further incentivizing participation. Cross-sector partnerships played a crucial role in enhancing the overall visitor experience. Collaborations with local enterprises provided additional value to travelers, including half-price access to national forest areas, limited-edition Taiwan Railway bento boxes, and Guanziling mud spring skincare products. These offerings reflected the campaign’s broader strategy to integrate wellness, sustainability, and cultural authenticity into every aspect of the traveler’s journey. By leveraging diverse industries, from hospitality to retail, the campaign sought to create a multifaceted appeal that resonates with a wide audience. The campaign’s emphasis on four-season travel aligns with growing consumer interest in year-round wellness and outdoor recreation. By highlighting the therapeutic benefits of Taiwan’s hot springs, the initiative positions the island as a premier destination for health-focused tourism. The inclusion of local guides and cultural ambassadors, such as Edward Lee and Andrew Chau, adds a personal touch to the experience, encouraging deeper engagement with Taiwan’s heritage and landscapes. As part of its long-term vision, the campaign plans to continue expanding its network of partnerships and refining its marketing efforts to sustain momentum throughout the 2026–2027 period. The hashtag #TaiwanFourSeasonSprings has been adopted as a central identifier for the campaign, appearing on all promotional materials and digital platforms. The website trimt-nsa.gov.tw serves as the primary hub for information, updates, and booking assistance. With its comprehensive approach to promoting Taiwan’s natural and cultural assets, the 2026 Four-Season Springs Travel Campaign represents a strategic effort to elevate the island’s profile in the global travel industry. The success of the campaign will depend on sustained engagement, effective promotion, and the continued support of local communities and businesses.