Shimanami Japan bicycle rental records 173,279 hires in fiscal 2025 as inbound tourists surge
Shimanami Japan bicycle rental set a record with 173,279 hires in fiscal 2025 as inbound visitors from about 90 countries surged, boosting cycling tourism across Hiroshima and Ehime.
Shimanami Japan bicycle rental reached an unprecedented milestone in fiscal 2025, renting out 173,279 bicycles across terminals in Onomichi and Imabari. The figure, driven largely by a sharp rise in inbound tourists, marks a clear rebound in regional cycling demand along the Shimanami Kaido route. The organization reported that inbound users rose 1.7 times year on year, reflecting renewed international interest in Japan’s cycling corridors.
Record usage across two prefectures
Shimanami Japan reported 173,279 bicycle rentals for fiscal 2025, an increase of roughly 30 percent from the previous year. The organization noted 105,203 rentals in Onomichi and 68,076 in Imabari, reflecting strong take-up at both ends of the Shimanami Kaido.
Fiscal 2025 in Japan runs from April 1, 2025, to March 31, 2026, and Shimanami Japan said the totals cover that period. The Imabari-based operator manages five rental terminals in Onomichi and five in Imabari, creating a network intended to serve both day-trippers and multi-day cyclists.
Inbound tourists account for nearly half of rentals
Inbound visitors accounted for 74,146 hires, or about 43 percent of total rentals, the organization said. That inbound volume rose 1.7 times compared with the prior fiscal year, underscoring the role of international travellers in the record result.
Among foreign users, nationals from the United States made up the largest share at 14.9 percent, followed by Australia at 9.1 percent, the United Kingdom at 9.0 percent and Germany at 8.5 percent. Shimanami Japan emphasized that the mix of nationalities widened as it stepped up overseas promotion.
Organization structure and local partnerships
Shimanami Japan is a collaboration of local governments and private entities, bringing together the municipalities of Onomichi in Hiroshima Prefecture and Imabari and Kamijima in Ehime Prefecture. The membership also includes roughly 50 companies and organizations involved in commerce, industry and tourism.
The cooperative model aims to integrate rental operations with local hospitality and transport services. Officials said the partnership helps coordinate terminal locations, bike maintenance and information services to improve the overall experience for both domestic and international riders.
Terminal relocation and multilingual reception
In October 2025 the organization relocated one Onomichi terminal from the station harbor parking lot to the first floor of a redeveloped building in front of JR Onomichi Station. The new reception area features a translation display covering 13 languages and an English-language video showcasing the Shimanami Kaido scenery and cycling tips.
The upgraded terminal is intended to make rentals more accessible to international visitors and to shorten transaction times during peak periods. Staff and officials said the multilingual facilities helped reduce language barriers and improved visitor satisfaction on arrival.
Domestic demand concentrated in major regions
Domestic residents rented 99,133 bicycles in fiscal 2025, accounting for the majority of non-inbound hires. By region, users from the Kanto area accounted for the largest share at 40.2 percent, followed by the Kinki region at 26.0 percent, with the Chugoku and Shikoku regions each representing about 9.7 percent.
Those patterns indicate that while the Shimanami Kaido remains a national draw, the route also serves as a regional hub for weekend and short-break tourism. Local officials highlighted the importance of balancing weekend peaks with midweek capacity to maintain service levels.
Marketing gains and outreach to new markets
Shimanami Japan said it increased promotional efforts in countries with historically lower visitor numbers, successfully attracting cyclists from about 90 countries and regions including Thailand, Myanmar, Puerto Rico and Panama. The diversified outreach contributed to the broadened nationality mix recorded this fiscal year.
An organization official said efforts will continue, and added that attracting more visitors from South Korea is a particular priority going forward. Officials described plans for targeted advertising, travel trade partnerships and multilingual content to sustain inbound growth while managing local impacts.
The increase in Shimanami Japan bicycle rental reflects wider trends in experiential tourism and outdoor activity uptake as international travel rebounds. Maintaining bike availability, multilingual support and coordinated local services will be central to sustaining growth and ensuring that the Shimanami Kaido remains both a global cycling destination and a community asset.
