Japan introduced a new strategy to reduce overtourism in major cities like Tokyo and Kyoto. The Japan National Tourism Organisation and All Nippon Airways now offer free domestic flights to UK and European travellers. They launched the scheme to guide visitors toward lesser-known regions and relieve pressure on crowded destinations.
The initiative runs from 24 November to 31 January 2026 and forms part of the “Stopover & Add-on Free Fare” programme. Eligible economy passengers from the UK and Europe can book up to two free domestic flights on an international booking made by 31 January. These domestic flights can depart anytime after 31 January.
Passengers will pay the same airfare whether they stop in Tokyo or continue to Hiroshima, Aomori, or the Izu Peninsula. ANA says the fare allows travellers to build multi-stop itineraries without extra cost. Taxes and fees still apply, and availability may vary by date and flight. Travellers can book the offer through travel agents, ANA offices outside Japan, or ANA’s official channels.
Redirecting Travellers Across the Country
Japan hopes to shift visitors away from popular hubs and toward under-visited regions. Tokyo and Kyoto have struggled with large tourist volumes in recent years. Japan welcomed a record 36.9 million visitors in 2024. Surveys show that over 90 per cent of travellers want to explore regional areas, yet fewer than 10 per cent actually do so.
Officials aim to correct this imbalance by expanding access to new destinations through incentives like the free-fare scheme. The offer includes more than 40 ANA hubs, giving travellers broad access to Japan’s largest domestic network. This wider reach supports easier planning for multi-stop trips and encourages exploration beyond major cities.
Boosting Regional Tourism and Local Economies
The programme intends to strengthen regional economies by directing visitors into lesser-known communities. ANA says the scheme will help reduce pressure on Japan’s busiest hotspots and guide travellers toward more authentic experiences. By spreading visitors more evenly, the campaign seeks to protect popular sites while promoting sustainable tourism growth across the country.
