Japan faces rising overtourism in Tokyo and Kyoto and has launched a new initiative to encourage regional travel. The Japan National Tourism Organisation (JNTO) and All Nippon Airways (ANA) now offer free domestic flights across Japan’s regional network to UK and European travellers. The programme runs from 24 November to 31 January 2026 and aims to ease pressure on crowded destinations while highlighting lesser-known areas.
The initiative operates under the “Stopover & Add-on Free Fare” plan, letting eligible economy passengers book up to two free domestic flights with any international booking by 31 January. Travellers can schedule these domestic departures at any time after that date. ANA allows passengers to fly to Tokyo, Hiroshima, Aomori, or the Izu Peninsula for the same fare, creating multi-stop itineraries at no extra cost. Although ANA waives the airfare, taxes and fees still apply, and availability depends on the flight and date. Passengers can book through travel agents, ANA offices outside Japan, or the airline’s website.
Encouraging Visitors to Explore Regional Japan
Japan’s main cities have suffered from overcrowding, with a record 36.9 million tourists visiting in 2024. Surveys indicate that over 90 per cent of visitors want to see regional areas, yet fewer than 10 per cent actually travel outside major cities.
Japan now redirects travellers to lesser-known destinations, using the “Stopover & Add-on Free Fare” offer to balance tourism. The scheme opens access to more than 40 ANA hubs, Japan’s largest domestic network, making regional travel simpler and more affordable. Officials expect the initiative to encourage multi-stop itineraries while supporting local economies and businesses.
Promoting Sustainable and Authentic Tourism
ANA hopes the campaign will reduce pressure on crowded hotspots and guide travellers to authentic experiences. By steering visitors into less-visited areas, the airline aims to improve tourism distribution and enhance regional exposure. Officials say the initiative strengthens local economies, supports smaller communities, and fosters meaningful cultural interactions. With easier access and cost incentives, Japan encourages travellers to explore beyond Tokyo and Kyoto, experiencing the country’s diverse regions.
