Japan responds to overtourism in Tokyo and Kyoto by launching a program encouraging visits to lesser-known regions. The Japan National Tourism Organisation (JNTO) and All Nippon Airways (ANA) now offer free domestic flights to UK and European travellers across ANA’s entire Japanese regional network. The initiative runs from 24 November to 31 January 2026 and aims to ease pressure on crowded destinations while promoting regional tourism.
Eligible economy passengers from the UK and Europe can book up to two free domestic flights when making an international reservation by 31 January. Passengers may schedule these flights any time after 31 January. Whether travelling to Tokyo, Hiroshima, Aomori, or the Izu Peninsula, travellers pay the same airfare. ANA highlights that the offer allows multi-stop itineraries at no extra cost. Taxes and fees still apply, and availability varies by date and route. Passengers can book through travel agents, ANA offices outside Japan, or directly on the airline’s website.
Encouraging Visits to Underexplored Regions
Japan faces mounting overtourism in major cities. A record 36.9 million visitors arrived in 2024, according to Nippon.com. Surveys show over 90 percent of travellers want to explore regional areas, yet fewer than 10 percent actually do.
Through initiatives like the “Stopover & Add-on Free Fare,” Japan seeks to redirect visitors to under-visited destinations. The program grants access to over 40 ANA hubs, Japan’s largest domestic network, making multi-stop travel easier and more affordable. Officials expect the initiative to promote regional economic development and balance tourism across the country.
Connecting Travellers With Authentic Experiences
ANA aims to guide visitors away from crowded hotspots toward more authentic destinations. The airline expects the campaign to relieve pressure on popular cities while creating richer travel experiences. By driving tourists to lesser-known areas, ANA encourages deeper engagement with Japan’s culture and communities. The program supports sustainable tourism and fosters economic growth in regions outside major metropolitan areas.
