There is a "cycling path" along part of the coast up to Matsuyama, although it's mainly a sidewalk along the road, which wasn't that busy with traffic anyway. The route is a straight shot up the coast, mostly level, and very pleasant. Stopping to gaze at the clear water, I saw a baby sea turtle just diving down into the depths.

Journey's end: Matsuyama, arguably Shikoku's major city (and certainly its most sprawling). As a place to live, I'd much prefer Uwajima, but Matsuyama has a nice castle and one of the most famous hot springs in Japan: Dogo Onsen. It consists of a single huge wooden building with rather old looking concrete baths, but the quality of the water is exceptional: your skin really does feel different when you come out. Dogo is arguably the only must-see in Matsuyama, but it's a great place to end a long journey.