Shikoku's largest city, Matsuyama prides itself on a great history, friendly disposition, fantastic cultural attractions, and a love for fine food, intense fashion, and haiku. You'll be quickly captivated by the sights and feel of the city, and you can join in the fun. Bathe at Dogo Onsen—Japan's oldest hot spring—hit the fashion avenue downtown, or go restaurant crawling through the best spots on the island. Denizens say it's sumi-yasui (easy living) here, and you'll find Matsuyama one of the most rewarding stops along your route.
Though a large and not particularly well-organized city, Matsuyama is easy to navigate and is served by a good tram network. For visitors the action is concentrated around a few locations, the main one being the enormous central landmark, Matsuyama Castle.