Ehime is in the northeast of Shikoku, one of Japan's four main islands. The prefecture has convenient transport links with the islands of Honshu, Kyushu, and beyond. Direct domestic flights operate to Matsuyama Airport, in Ehime, from most major cities around Japan; ferries operate from ports on Honshu and Kyushu; and bridges make it possible to access the prefecture by car, bicycle, and rail.

There are many ways to experience and explore Ehime's diverse natural landscapes: hike soaring mountain ranges; dive into coral-filled seas; canyon through gorges; drive through otherworldly karst formations; zipline over towering treetops; cycle across the Seto Inland Sea and along stunning coastlines; or walk the Ohenro Pilgrimage.

Discover iconic sites such as Dogo Onsen, said to be the oldest hot springs in Japan, the imposing Matsuyama Castle, and the remains of the Besshi Copper Mine, one of Japan's largest copper mines.

Ehime is one of Japan’s main mikan (mandarin oranges)-growing regions, and as such, has a variety of citrus-based snacks and foods. Bordered on the north and west by the Seto Inland Sea and the Uwa Sea, Ehime is renowned for fresh seafood. Taimeshi (sea bream on rice) is a local delicacy that comes in two regional varieties: Matsuyama style (cooked) and Uwajima style (raw).