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Hire a Car in Itano-gun, Japan: Competitive Prices & Local Know‑How

Compare airport and town pick-ups, understand insurance and fees, and drive Itano-gun at your own pace with a practical, UK‑friendly guide.

UK Traveller Essentials
Itano-gun Car Hire Guide: Where To Pick Up & What To Know
Hiring a car in Itano-gun is one of the easiest ways to explore Tokushima Prefecture beyond fixed bus and train timetables—especially for rural shrines, countryside viewpoints and short hops between small towns. Roads are generally well maintained, signage often includes English on main routes, and sat-nav via smartphone works well. The trade-offs are that you’ll need an International Driving Permit (IDP) alongside your UK licence, you may encounter narrow local roads, and most parking is paid in busier areas. For best value, compare pick-up points: airport counters are convenient for onward travel, while town locations can be cheaper and calmer for paperwork.
Alamo
National
Budget
Europcar
Hertz
Enterprise
+ more
Tokushima Awaodori Airport (TKS) Car Rental Counters
Closest major airport for Itano-gun. Car hire desks are typically in or near the arrivals area, with vehicles collected from nearby lots or via a short shuttle depending on the provider. Pros: fastest start if you land with luggage, longer opening hours, easy one-way returns. Cons: prices can be higher at peak times, queues after incoming flights, add-ons (ETC rental, child seats) can be limited if not pre-booked.
Naruto City Area (Naruto Station / Town Offices Vicinity)
A practical town-based option near Itano-gun, with access to main roads for the Naruto whirlpools area and coastal routes. Pros: often calmer pick-up than an airport, potential for better weekday rates, easier to ask about local routes. Cons: limited Sunday/holiday hours, fewer English-speaking staff, parking around the shop may be tight.
Tokushima City (Tokushima Station Area)
Largest selection of rental companies in the region and a good choice if you arrive by rail or want more vehicle classes. Pros: widest availability, more promo rates, simpler to switch companies if plans change. Cons: city traffic at peak times, paid parking while you collect the car, longer drive back to Itano-gun compared with airport pick-up.
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Hit the Road in Itano-Gun: Best Cars for Shikoku Adventures

Browse our top three picks for self-drive tours across Shikoku's temple country, then check more popular models available nearby.

By Trip Type
Popular Makes

Summer

SUV

Cool Cabin, Confident Climbs
5
3
Auto

Itano-Gun summers are hot and humid, with temperatures often climbing past 32°C. A compact SUV handles the steep lanes leading to Shikoku Pilgrimage temples and Mt. Bizan viewpoints with ease. Higher ground clearance copes with rural gravel tracks, while air-conditioned cabins make sticky August days bearable. Generous boot space swallows luggage for a fortnight's tour.

City

Small

Nimble, Economical, Easy to Park
5
2
Auto

Many lanes in Itano-Gun's older towns are delightfully narrow, with tight onsen car parks and single-track village roads. A small hatchback slips through them effortlessly and sips fuel on day trips to Tokushima city. Light steering makes left-hand-side driving intuitive for British visitors, and parking outside family-run udon shops becomes a breeze.

Family

Van

Space for the Whole Clan
7
4
Auto

A Shikoku road trip with grandparents or a group of friends calls for space and comfort. A multi-purpose van seats seven or eight, with room for suitcases, hiking gear and shrine offerings. Sliding doors are a blessing in tight Japanese car parks, and elevated seating helps everyone enjoy views across the Yoshino River valley.

Choose Your Ride

Find the perfect vehicle for your trip. Compare options below.

Airport Pick-Up
Town Pick-Up

Land, Collect, and Go from Tokushima Airport (TKS)

Airport pick-up suits UK travellers arriving with luggage or on tight schedules: more counters, longer hours, and quicker access to major roads. It can cost a little more at peak times, so booking early and pre-selecting extras (ETC, child seats) helps secure better rates.

Top-Rated Car Hire in Itano-Gun (TKS): Genuine Driver Reviews

Explore trusted car hire options near Tokushima Airport (TKS) serving Itano-Gun. Browse authentic traveller ratings to choose your perfect vehicle with complete confidence.

Rental companyRatingAvg. Daily RatePickup Method/DistanceSecurity depositAccepts Debit CardsKey Advantages
SixtBest Overall
4.3
9800+ reviews
$122In terminal, Shuttle bus-
  • Friendly and professional staff
  • Quick and efficient service
  • Transparent pricing with no hidden fees
Toyota rent a car
3.9
3 reviews
$1039.2 mi from Itano-Gun Downtown-
  • Helpful staff, super cars
  • Quick pickup, efficient service
  • Excellent car condition
HertzBest Overall
2.7
17,000+ reviews
$75Shuttle bus
$300 - $5,000
  • Friendly and professional staff
  • Easy pick-up and return process
  • Smooth rental experience
Nippon
1.5
420+ reviews
$1499.1 mi from Itano-Gun Downtown-
  • Wide car selection
  • Great value rates
  • Well-maintained vehicles
Budget
1.2
5634+ reviews
$82Call for pick-up-
  • Friendly and efficient staff
  • No hidden fees
  • Competitive pricing

*Rating and review data are sourced from Trustpilot. Policy details may vary by location and vehicle type. Please confirm at the time of booking.

Data source: QEEQ Car Rental
Last updated: Jun. 15 2026
Essential Rental Hub
Everything you need to know before you drive off. Select a topic to get the full brakdown.
A Comprehensive Guide to Refuelling in Japan
This guide offers essential tips for navigating petrol stations in Japan, covering self-service and full-service options, payment methods, and fuel types.
View details
Itano-gun Car Hire Insurance — Avoid the £10,000 Mistake
Essential guide for hiring a car in Itano-gun, Tokushima: explains JCI, CDW and the costly NOC, why you should buy the rental company's NOC Waiver/Full Support, and a step-by-step accident checklist to protect your holiday and budget.
View details

Platform Insights

Car Rental Expert Advice

By QEEQ Platform Expert Team

Expertise Metrics

Platform Recognition

Asia's Best Car Rental Booking Website 2023&2024

Booking Volume

Review Quality

10,000+ verified 5-star reviews

Market Experience

Data Authority

Expertise Verification

QEEQ data verified against local official data sources

Key Expert Insights

Platform Analysis

"Airport pickups dominate at 40-46% nationally, with Naruto Station (Tokushima region) capturing 35% of regional rentals. Toyota Rent a Car leads with 25-35% fleet share, followed by Nippon (18-22%) and Times (14-18%)."

Booking Patterns

"Compact cars dominate at 40-50% of rentals, with SUVs growing 25-35% for scenic routes. Peak seasons see 50-65% demand surges (spring cherry blossoms, summer holidays). Average rental duration is 1.5-4 days, with 55% booking 7-14 days ahead."

Customer Pain Points

"Insurance confusion affects 72-78% of first-time renters nationally, with 38-58% of international visitors misunderstanding coverage options including CDW versus Super CDW distinctions."

Data Sources

  • QEEQ internal booking databse
  • Tokushima Prefecture Tourism Statistics 2024
  • Statista - Japan Car Rental Market 2024
  • Yamaguchi Prefecture Tourism Division 2024
  • JTB Tourism Research 2024
  • Mordor Intelligence - Japan Car Rental Market 2024
  • Hokkaido Tourism Organization Access Statistics 2024
  • J.D. Power Japan Rental Car Customer Satisfaction Survey 2025
  • Japan Tourism Agency - 2024 Inbound Traveller Survey 2025
  • Consumer Affairs Agency Japan 2024

Discover Itano-Gun: Your Ultimate Driving Adventure in Rural Shikoku

Explore the scenic roads and cultural treasures of Tokushima Prefecture's Itano-Gun district - from the tranquil mountains to the historic Naruto Strait, everything you need to know about driving in this beautiful corner of Japan

LANGUAGES

Japanese

CURRENCY

JPY

DRIVE ON

Left-hand side

COUNTRY CODE

+81

AVERAGE CAR RENTAL PRICE

$47-65 per day

AVERAGE CAR RENTAL LENGTH

3-5 days

SPEED LIMIT WITHIN TOWN

30-50 km/h

SPEED LIMIT OUT OF TOWN

80-100 km/h (up to 120 km/h on some expressways)

ACCEPTABLE LIMIT OF BAC

0.00% (Strictly Prohibited)

AVERAGE GAS PRICE

$1.06/L

LOWEST / HIGHEST GAS PRICE

$0.72/L - $1.17/L

Driving in Itano-Gun: FAQs for UK Travellers

Practical advice on car hire, tolls, road rules and seasonal driving in rural Tokushima

Do I need an International Driving Permit to drive a hire car in Itano-Gun?
Yes, as a UK licence holder you must carry a 1949 Geneva Convention IDP alongside your photocard licence — Japanese law does not accept a stand-alone UK licence for visitors. Most rental counters at Tokushima Airport (AWAODORI AIRPORT) or in Naruto will refuse to release a car without it, and police roadside checks on the Akashi-Kaikyo access roads can fine you up to ¥9,000 on the spot. The IDP costs only £5.50 from the AA and is valid for one year.
Which side of the road do they drive on, and is rural Tokushima hilly?
Japan drives on the left, with right-hand-drive cars — so if you normally drive a UK manual, the controls feel familiar. Itano-Gun is largely flat coastal plain with sugarcane fields, but the winding mountain passes towards Iya Valley feature narrow two-lane roads, hairpin bends and slow agricultural tractors. Keep well under the 40 km/h limit on unmarked local lanes and expect livestock crossings on Route 438.
How are motorway tolls paid between Tokushima city and Itano-Gun?
You will mostly use the Tokushima Expressway (Tokushima-Hanshin) and the Naruto-Ohashi Bridge, which is tolled at around ¥1,200 for a normal car. Most hire firms offer an ETC card reader for ¥500-¥1,000 a day, which queues up to 30% off and lets you glide through the green ETC lanes without fumbling for coins. Without ETC, you pay the attendant in cash (JPY only) or by major credit card at manned gates — contactless IC cards are not accepted at every booth.
What fuel should I use, and is there a full-to-full rule?
All Japanese hire cars run on regular unleaded (Reglar) — there is virtually no diesel on the forecourts. Major brands such as ENEOS, Idemitsu and Shell sit on Route 11 between Naruto and Awa Ikeda and accept cash, IC cards and credit cards. Almost every operator applies a strict full-to-full policy, so refuel within 10 km of the return branch and keep the final receipt — they will charge ¥15,000-¥25,000 plus a service fee if the gauge is short. A handful of 24-hour self-service stations close around 22:00, so plan rural top-ups before dusk.
Is there a young-driver surcharge, and what about the insurance excess?
Most Japanese chains including Times, Toyota Rent-a-Car and Nippon raise the minimum age to 21 and levy a ¥1,320-¥2,200 per-day "young driver" fee on anyone under 25. The compulsory third-party cover is modest, so supplement it with the operator's CDW (around ¥1,100-¥2,200 per day) to cap the collision excess at ¥50,000 instead of the standard ¥500,000-¥1,000,000. A NOC (Non-Operation Charge) of ¥20,000-¥50,000 is added if the car cannot be driven back after an accident, so photograph every panel, wheel and the dashboard odometer at pickup and drop-off.

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