Travel Tips

Think you know Japan? Matsuyama is the hidden gem everyone’s missing in 2025

Osaka and Tokyo might top every Japan itinerary, but Matsuyama reveals a quieter, authentic side of the country. From samurai-era Matsuyama Castle and the legendary Dogo Onsen to sea-bream rice, mikan mandarins, and Shimanami Kaido’s island views, this under-the-radar city offers culture, cuisine, and scenery you will never forget.

Osaka, Kyoto, and Tokyo. Those are the cities everyone names when thinking of Japan. Some might add Hakone or Mt. Fuji to the list of places to visit in Japan, but they are still crowded and filled with tourists chasing the same postcard shots. On my last trip, I wanted something different. I wanted to see the Japan that doesn’t always make it onto Instagram feeds. That is how I found myself in Matsuyama, a place that feels like Japan’s best kept secret.

You’ll also spot lush forests and distant mountain peaks here.

The first thing I noticed when I arrived was the castle standing proudly above the city. Matsuyama Castle is not just another fortress. It is a living piece of samurai history. I took the ropeway up and as the city shrank below me, the view opened to the Seto Inland Sea. From the top I could see rooftops stretching out toward the horizon with little fishing boats dotting the water. It felt like stepping into a history book, but with a view no page could ever capture.

Dogo Onsen boasts a history spanning roughly 3,000 years.

From there I went to Dogo Onsen, said to be the oldest hot spring in Japan. The building itself looked like it was glowing, especially at night when lanterns lit the wooden wall. Inside, steam curled around me and the chatter of locals filled the air. I had read that Dogo Onsen inspired the bathhouse in the famous Japanese anime Spirited Away, and standing there I could believe it. It was not just a bathhouse. It was a portal to another time.

You can even spot the Botchan train still running today.

Matsuyama also surprised me with its literary side. The city is woven into the pages of Botchan, one of Japan’s most beloved novels by Natsume Soseki. Even the local tram, painted in retro colors, is called the Botchan train. Riding it, I felt like I was part of the story myself, the kind of detail you only find in a place proud of its culture.

No place can rival the fresh fish you get in Japan.

And then there was the food. My favorite dish was tai-meshi, sea bream rice served in a steaming clay pot. It was comforting, delicate, and unforgettable. For dessert I tried mikan, Ehime region’s mandarins. I had eaten oranges before, of course, but these were on another level: sweet, juicy, and almost addictive. It is no wonder locals call them the pride of the region.

Beyond the city, Matsuyama opens up to nature. The Shimanami Kaido cycling route connects islands across the sea with sweeping bridges that look like they float on water. I only had time for a short ride, but even a glimpse of the scenery made me wish I had planned an entire cycling trip. Temples tucked into hillsides and quiet coastal villages made me realize just how vast and varied Shikoku really is.

Getting there is easier than it looks. From Australia there are no direct flights to Matsuyama, but you can fly to Osaka with Jetstar from Sydney and then take a short domestic flight to Matsuyama. From Tokyo the flight is just over an hour, or you can enjoy the scenic train ride, or road trip across Japan.

Matsuyama Castle poking its head through clouds of cherry blossoms—spring is when it truly shines, right?

The best seasons? Spring, when cherry blossoms surround the castle. Autumn, when the foliage turns the city golden. Or winter, when the onsen feels like the warmest place in the world. If you are wondering when to go, check this guide to the best time to visit Japan.

Traveling through a smaller city also means one thing: you cannot expect to find free Wi-Fi on every corner. In Matsuyama, I quickly realized that Holafly’s eSIM for Japan was my lifeline. With unlimited data I could navigate narrow backstreets, translate menus, and share moments in real time. In places this special, you do not want to wait until you are back at the hotel to relive the memories.

Matsuyama may not be on every tourist map, but that is exactly why it is unforgettable. It is the kind of place where one visit will never be enough. And because smaller cities do not always have reliable WiFi, I made sure to stay connected with Holafly’s international eSIM, which gave me unlimited data and kept me exploring stress free.