SUI TAXI · SOUTH OKINAWA
Michi-no-Eki Itoman Okinawa's biggest roadside station.
Itoman City | Fish Center & Umanchu Market | 20 min from Naha Airport
The stop everyone makes before the airport.
Michi-no-Eki Itoman is about 20 minutes by car from Naha Airport, in the southern city of Itoman. It is the largest roadside station on the Okinawa main island, with two big halls under one roof: the Umanchu Market farmers market and the Fish Center seafood market. Because it sits right on the way back to the airport, a lot of our guests use it as their last stop for souvenirs. The "last day shopping run to Michi-no-Eki Itoman before the flight" has become one of our most common requests at SUI TAXI.
Umanchu Market stocks island vegetables, tropical fruit, Okinawa soba, awamori, and sweets from farms across southern Okinawa. The variety is bigger than most souvenir shops on Kokusai Street, and the prices are local. In season, you will see piles of shikuwasa citrus, mango, and pineapple at prices well below what the supermarkets charge.
The Fish Center — eat it right here.
The Fish Center is a fresh seafood market supplied by nearby Itoman Fishing Port. Tuna, bonito, gurukun (banana fish), irabucha (parrotfish) — the counter changes with the day's catch. On some days there is a live tuna cutting show, and the otoro, chu-toro, and akami cuts go on sale right there at well below market price. If your timing is right, it is a serious deal.
What makes this place stand out is the food court right next to the fish stalls. You can buy fish and have it turned into sashimi or a seafood bowl on the spot. The sakana-jiru (fish soup) set meal is a fisherman's lunch — some people come just for that. The 11:00 to 13:00 window gets busy, so aim for earlier or after 14:00. Locals shop here alongside the tourists, which keeps everything honest and fresh.
— Best as a final-day souvenir route: The most popular plan is "last day of your trip, Michi-no-Eki Itoman, then straight to Naha Airport." The Alphard has plenty of cargo space, so you can stock up without worrying about how to carry it all. This stop also fits well into a southern half-day course with Himeyuri Memorial and Peace Memorial Park.
Charter Fares for Michi-no-Eki Itoman
| Plan | Fare | Notes |
|---|---|---|
| Round-trip charter from Naha (3 hours) | ¥21,000〜 | Up to 5 guests per vehicle. From ¥4,200 per person. Entry and parking are free |
| Southern course (4–5 hours, with Peace Memorial Park and Himeyuri Tower) | ¥28,000〜 | Up to 5 guests per vehicle. From ¥5,600 per person. Expressway tolls, parking and admission charged separately |
| Naha Airport → hotels in Itoman and Tomigusuku (transfer) | ¥14,000〜 | Up to 5 guests per vehicle. From ¥2,800 per person. Expressway tolls included |
| hotels in Itoman and Tomigusuku → Naha Airport (transfer) | ¥14,000〜 | Up to 5 guests per vehicle. From ¥2,800 per person. Expressway tolls included |
Charter fares are time-based at ¥7,000 per hour (¥3,500 per additional 30 minutes booked in advance). Extensions made after departure are ¥4,200 per 30 minutes. Admission, expressway tolls and parking are charged at cost. For charters of 6 hours or more we take a 30% deposit when you book, and the balance is paid on the day. Minimum booking times depend on where you start: from 3 hours in the south and central area, 4 hours in Onna Village and 6 hours in the north, and 8 hours for trips that cross between the south and the north. Where a long transfer is involved, the transfer fare for that stretch is the floor for the price.
Location
Itoman City (southern Okinawa)
Entry
Free
From Naha Airport
About 20 minutes (via Route 331)
Suggested stay
40 to 60 minutes (shopping + meal)
Access
| Address | 4-19-1 Nishizakimachi, Itoman City, Okinawa |
| Entry | Free |
| Hours | 9:00-19:00 (varies by shop) |
| From Naha Airport | About 20 min via Route 331 |
| Nearby | Peace Memorial Park (15 min) / Himeyuri Memorial (20 min) |
Frequently Asked Questions
How much does a taxi from Naha to Michi-no-Eki Itoman cost?
A round-trip charter of 3 hours starts from ¥21,000. That is the price for one Alphard carrying up to five guests, so with five people it works out from ¥4,200 each. Entry and parking are free.
How long do we need there?
Forty to 60 minutes covers the fish market and the farmers market. Add another 30 if you are eating sashimi or a seafood bowl on the spot.
Can we take fish home with us?
Many stalls pack in polystyrene or arrange shipping. Stop here on the way to the airport and it will be ready to check in.
What time should we go?
In the morning. From the 9am opening until midday is when the choice is widest; some lines sell out later in the day.
Can we add Peace Memorial Park or the Himeyuri Tower?
Yes, 15 and 20 minutes away. All three make a 4 to 5 hour southern course from ¥28,000.
Ready to book?
