Iyo City is located almost in the center of Ehime Prefecture and borders other cities and towns within the prefecture. Located about 10 kilometers from Matsuyama City, it has developed as the gateway to southern Ehime. Agriculture is thriving in the city, with rice, wheat, mandarin oranges, loquats, and chestnuts grown. Local specialties include bonito flakes, dried chilimen (chirimen), fried squid, and loquat leaf tea made from Karakawa loquat leaves. Goshikihama Beach is home to numerous monuments that tell its history, and Goshikihime Seaside Park offers beautiful views. The Goshikihime Resurrection Festival is held every March, featuring a grand parade. There are also many other scenic spots, such as the Forest Coast, Ehime Forest Park, and Unosaki Pass.