Travel Ozu, Shikoku's 'Little Kyoto'

Often referred to as a "little Kyoto" thanks to a similar historical appeal, Ozu was once the capital of the old Iyo feudal domain (much of present-day Ehime prefecture) from 1617 to 1868, and its merchants became wealthy from the production and trade of wax, silk, paper and timber. However, Ozu's economic decline over the past century, like many river towns worldwide, led to decaying heritage sites and the exodus of residents to significant cities. To preserve the medieval townscape and revitalise the local economy, in 2019, Ozu embarked on an ambitious plan centred on sustainable tourism, swiftly working to conserve and convert its heritage structures into attractive accommodations and new businesses. The goal was to restore Ozu as the region's cultural heart and attract tourists and residents.

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