Shimanami Kaido launches cycle safety campaign for tourists

Imabari City, the Ehime Prefectural Government, and the Toyota Mobility Foundation has launched an educational awareness campaign,”SHIMANAMI no TASHINAMI”, to communicate road traffic regulations and cycling etiquette to international cyclists visiting the Shimanami Kaido.

“SHIMANAMI no TASHINAMI” deploys dedicated video and poster materials across major bicycle rental hubs to establish safe riding practices along the island route. An educational video featuring “Tashinamizeki”, an original sumo-themed character introduced as the guardian of Shimanami Kaido culture. Instead of presenting traffic rules purely as legal restrictions, the production frames compliance with Japanese road regulations and local riding manners as an expression of respect for the region. The material covers mandatory traffic laws alongside courteous habits essential when cycling through residential island neighbourhoods.

In cooperation with cycle tourism association Shimanami Japan, the video is screened to cyclists before departure at four primary rental terminals: Onomichi Station, Omishima at Tatara Shimanami Park, Imabari Itoyama at Sunrise Itoyama, and Imabari Station at the i.i.imabari! Cycle Station. The footage is also displayed on digital reservation screens and published on YouTube, while informative posters have been installed at secondary cycle terminals and bicycle-related facilities throughout the area.

This initiative is part of a quadripartite partnership agreement concluded in May 2026 between Ehime Prefecture, Matsuyama City, Imabari City, and the Toyota Mobility Foundation. It focuses on advancing urban planning through active transport, supporting regional revitalisation, and expanding a safe cycling culture as Ehime prepares to host the Velo-city 2027 Ehime international cycling conference.