Japan's struggle with overtourism has made headlines in recent years, with packed streets in popular destinations like Kyoto and Tokyo becoming a common sight. But beyond these busy hotspots lies a quieter side of the country that remains largely undiscovered by international travelers. One standout example is Ehime Prefecture, a scenic region on the island of Shikoku that offers culture, history, and local charm without the crowds.
According to reporting from The Sydney Morning Herald's Traveller section, visitor numbers highlight the stark contrast. While Kyoto attracted around 10 million international tourists in 2025, Ehime welcomed only about 500,000. Even in its capital, Matsuyama, Western visitors remain relatively rare, making it an appealing choice for those seeking a more relaxed Japan experience.
One of the city's main draws is Matsuyama Castle, originally built in 1603 and one of the few Japanese castles to retain its original central tower. Perched on a hilltop, it offers sweeping views of the surrounding city, mountains, and sea, while its preserved architecture provides a glimpse into Japan's feudal past.
Ehime is also known as Japan's "citrus kingdom," producing a wide variety of fruits such as mandarin oranges that hold both cultural and symbolic significance. Visitors can sample fresh juices throughout Matsuyama, and citrus often appears in seasonal decorations at temples, representing prosperity and longevity.
Another highlight is Dogo Onsen, widely regarded as one of Japan's oldest hot spring resorts, with a history stretching back thousands of years. The bathhouse is said to have inspired the iconic setting in Spirited Away by Studio Ghibli. Its traditional architecture, therapeutic waters, and long-standing rituals make it a central part of the city's identity.
