The iconic Shimanami Kaido, a 70-kilometer cycling route connecting Japan’s main island of Honshu with Shikoku, has witnessed an unprecedented surge in popularity, setting a new record for bicycle rentals in the 2025 fiscal year. The local tourism organization, Shimanami Japan, reported a staggering 173,279 bicycle rentals, marking a 1.3-fold increase from the previous year. This remarkable growth is overwhelmingly driven by the dramatic recovery of inbound tourism, positioning the scenic route as a must-visit destination for international travelers seeking authentic regional experiences in Japan.
A Global Cycling Mecca
The latest figures reveal the significant impact of international visitors on the region’s tourism. Rentals to foreign tourists skyrocketed by 1.7 times compared to the prior year, accounting for a massive 43% of the total. Cyclists from approximately 90 different countries and regions pedaled their way across the Seto Inland Sea, with visitors from the United States, Australia, and the United Kingdom leading the pack.
This surge is not accidental but the result of a convergence of factors. The Shimanami Kaido has long been celebrated for its breathtaking scenery, well-maintained cycling paths that run over a series of spectacular bridges, and a route accessible to cyclists of all skill levels. Coupled with a weak yen making Japan an affordable destination and a growing global trend of travelers venturing beyond the “Golden Route” of Tokyo-Kyoto-Osaka, the Shimanami Kaido has perfectly captured the interest of adventure-seeking tourists.
Strategic Enhancements to Welcome the World
Recognizing this growing international demand, Shimanami Japan has proactively enhanced its services to better cater to a global audience. One of the most significant moves was the relocation of its main rental terminal in Onomichi. The new, more convenient location directly in front of JR Onomichi Station significantly improves accessibility for tourists arriving by train.
Furthermore, the installation of a multilingual translation display at the terminal directly addresses the language barrier, ensuring a smoother and more welcoming rental process for non-Japanese speakers. These strategic upgrades signal a clear focus on not just accommodating but actively attracting the international market.
The Road Ahead: Future Outlook and Regional Impact
The record-breaking year for the Shimanami Kaido is likely a sign of a continuing trend. As Japan’s reputation as a premier destination for outdoor and experiential travel grows, the cycling route is set to attract even more international visitors. This success story offers a powerful blueprint for other regional areas in Japan on how to leverage their unique natural assets to build a sustainable tourism model.
The economic impact extends far beyond the rental fees, benefiting local inns, restaurants, cafes, and shops along the islands dotting the route. However, this rising popularity also brings potential challenges, such as the need for continued infrastructure maintenance, ensuring rider safety, and managing congestion during peak seasons to prevent over-tourism.
For now, the Shimanami Kaido stands as a shining example of regional tourism success, transforming a scenic byway into a world-renowned cycling destination and pedaling its way into the hearts of travelers from across the globe.
