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Kochi Prefecture is a largely rural area, known for its natural scenery of mountains, plains, and coast. It's home to one of the most well-preserved feudal castles, Kochi Castle. For a charming shopping experience, the famous Sunday market has been going on for nearly centuries, evolving with the times. Along with food, artisanal goods are sold by vendors and craftsman. A place like Kochi serves as a pleasant escape from larger cities in Japan. 

Kochi is particularly popular with those looking for adventures in the water, as it is home to several rivers. Kayaking is popular on both the prefecture's rivers and oceans. Diving and ferry rides are also fun adventures, and for those looking for more leisurely activities, a day whale and dolphin watching around the waters of Kochi is very popular, and fun for the whole family. 

Kagawa Prefecture, the smallest prefecture in Japan, is home to Shodoshima, an inlet island with an array of unique features to attract travelers from all over. It was the first area in Japan to successfully grow olives, and has thus been nicknamed "Olive Island." In fact, much of the fame of Shodoshima is due to its gastronomic contributions, also well-renowned for its famous soy sauce breweries. Just like much of Shikoku, the natural attractions of Shodoshima are a major draw, including the wild monkeys that call Shodoshima home. 

In addition, Kagawa is considered a mecca for those with an appreciation for art. Naoshima Island, right off the coast of Takamatsu, boasts some of the most well-recognized art installations in the world and garners the attention of visitors from all over the world, often traveling to this area of Japan specifically to see what the island has on display. The most iconic of these installations is the spotted pumpkin created by the equally iconic Yayoi Kusama. 

Tokushima Prefecture is located in the Eastern part of Shikoku and is connected to Honshu via bridge. It's in this prefecture where the Shikoku Henro traditional begins, starting with Ryozenji Temple. In fact, more than a quarter of all 88 temples of the Shikoku Henro are located within Tokushima, so those who undergo the pilgrimage will grow very familiar with the area. 

Tokushima, despite being a smaller prefecture in terms of total area, is home to the largest street festival in all of Japan in the form of the Awa Odori Dance Festival that takes place in August. Millions of people, both within the prefecture and who travel from other parts of Japan and the world, attend and participate in the festival every year. 

The area of Naruto in Tokushima is home to a number of natural whirlpools in the surrounding waters. Sightseeing boats can bring you out onto the water to see them up close, for one of the most unique natural experiences to be had within Japan.

Finally, Ehime Prefecture is located in the part of Shikoku Island that rests right below Hiroshima. This prefecture is a paradise for those who love the outdoors. One of the most popular reasons for travel to Ehime is for its cycling routes. There are nearly 30 different cycling routes within the prefecture that visitors can travel on, definitely an interesting and active alternative to traveling by bus or train (though these can be taken if necessary, with the All Shikoku Pass!).

Matsuyama City, the capital of Ehime Prefecture, is a beautiful blend of old and new. Within the city is the famous Matsuyama Castle, particularly beautiful in Spring. From here, travelers often make a stop at the famous and historic Dogo Onsen, said to be the oldest hot spring in all of Japan. Visitors to the onsen can leisurely enjoy some time in the baths to recover and relax.