Japan launched a program to reduce overtourism in busy cities like Tokyo and Kyoto. The Japan National Tourism Organisation and All Nippon Airways now offer free domestic flights to UK and European visitors. The initiative, running from 24 November to 31 January 2026, encourages travellers to explore Japan’s lesser-known regions and eases pressure on crowded tourist areas.
The “Stopover & Add-on Free Fare” program allows eligible economy passengers from Europe and the UK to book up to two free domestic flights on an international booking by 31 January. Passengers can schedule these flights for departures after 31 January. This offer lets travellers reach Tokyo, Hiroshima, Aomori, or the Izu Peninsula for the same airfare, enabling multi-stop itineraries at no extra cost. Taxes and fees still apply, and availability may vary by flight and date. Travellers can book through travel agents, ANA offices abroad, or directly on ANA’s website.
Promoting Regional Tourism Across Japan
Japan’s popular cities face rising tourist pressure, with 36.9 million visitors in 2024 alone. Surveys show that over 90 percent of visitors want to explore regional areas, yet fewer than 10 percent actually do.
The government now encourages travellers to visit under-touristed destinations to balance overall tourism. The fare program opens access to more than 40 ANA domestic hubs, Japan’s largest network, making regional travel simpler and more affordable. Officials expect the initiative to stimulate economic growth in less-visited areas while supporting sustainable tourism development.
Offering Authentic Experiences Beyond Major Cities
ANA intends to guide travellers toward quieter destinations and relieve overcrowding in hotspots like Tokyo and Kyoto. The airline emphasizes that the campaign provides visitors with genuine travel experiences while connecting them to Japan’s hidden gems. By redirecting tourism to regional areas, Japan aims to spread visitor numbers more evenly and support local communities economically and culturally.
