In a move as refreshing as a dip in Dōgo Onsen, Ehime Prefecture in Japan has appointed SLC Representation as its official destination marketing agency for the Australian market. This strategic alignment heralds a new era for one of Japan’s most culturally rich and naturally spectacular regions – and it’s high time Australians took notice.

For the uninitiated, Ehime is nestled on the ruggedly beautiful island of Shikoku, south of Hiroshima, and framed by the Seto Inland Sea. Its capital, Matsuyama, is the beating heart of a region that pulses with ancient castles, citrus groves, healing waters and cycling trails that could tempt even the most devoted armchair traveller into Lycra.

Claire Mountaine is leading the charge for SLC Representation, stepping into the role of Market Manager alongside seasoned Japan expert Rebecca George as Account Director. The pair make a formidable team, working closely with Glide Japan on the ground, all in service of Ehime’s grand plan to seduce Australian travellers with its charms.

“Ehime offers Australian travellers a truly authentic and deeply rewarding Japanese experience that blends nature, tradition, and innovation,” said SLC’s Destination Director, Kate Bifield-Haraldsson, with the sort of enthusiasm that could convert a diehard Tokyo devotee.

And it’s no hollow promise. From the storybook castles of Matsuyama and Uwajima (two of only twelve original Japanese castles that survived the centuries) to the ancient steam of Dōgo Onsen – reputedly the oldest hot spring in Japan with a 3,000-year legacy – Ehime is a postcard-perfect blend of past and present.

Those fond of fruit will rejoice at Ehime’s famed mikan (mandarin orange) orchards, while seafood lovers can sink their teeth into some of the freshest catches in the country. Pearl farming is no novelty here either; Ehime is a respected leader in Akoya pearl cultivation, shimmering with maritime tradition.

But don’t mistake it for sleepy. Ehime offers plenty of adrenaline, too. Fancy canyoning through Nametoko Gorge? Or perhaps cycling the legendary Shimanami Kaido route – a 70-kilometre journey across six islands and a feat of engineering that somehow still feels like a poem on two wheels.

“We’re focusing on building strong trade and media ties in Australia to share Ehime’s incredible offerings with more people,” said Mountaine, handling day-to-day strategies and partnerships.

Meanwhile, Rebecca George brings a touch of continuity and confidence, already representing neighbouring Oita Prefecture and well-versed in navigating the nuanced preferences of Australian travellers.

Getting to Ehime is easier than one might expect. Domestic flights connect Matsuyama with major Japanese hubs, ferries link the prefecture with Kyushu and Honshu, and you can even cross by bike, rail or car via the famed Seto bridges.

This new partnership with SLC is part of Ehime’s broader international tourism push, one aimed squarely at attracting long-haul markets with a hunger for authenticity. Australia, it must be said, is at the top of that list.

Australians are perennially smitten with Japan, drawn by the cultural depth, culinary wonders and the promise of wellness experiences wrapped in serene surroundings. And Ehime ticks every box for those willing to go beyond Kyoto’s temples or Tokyo’s neon haze.

The timing is ripe. Post-pandemic wanderlust is high, and Aussie travellers are increasingly seeking off-the-beaten-path destinations that deliver heart, heritage and the sort of travel stories you can’t get from a brochure.

With SLC Representation guiding the way, Ehime is poised to emerge from the shadows and shine its light on a new wave of Australian adventurers.

 

 

By Octavia Koo

 

 

 

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