Japan launches a new programme to ease overtourism in crowded cities like Tokyo and Kyoto. The Japan National Tourism Organisation (JNTO) and All Nippon Airways (ANA) now offer free domestic flights to UK and European travellers. The initiative runs from 24 November to 31 January 2026, encouraging visitors to explore lesser-known regions while reducing pressure on popular destinations.
The campaign forms part of the “Stopover & Add-on Free Fare” offer, letting eligible economy passengers book up to two free domestic flights when making an international booking by 31 January. Passengers can schedule these flights anytime after that date. The deal allows travellers to visit Tokyo, Hiroshima, Aomori, or the Izu Peninsula for the same fare, while building multi-stop itineraries at no extra cost. Taxes and fees still apply, and the offer depends on availability. Travellers can book through agents, ANA offices abroad, or directly via ANA’s website.
Redirecting Visitors to Regional Destinations
Japan faces rising overtourism in major cities, with a record 36.9 million tourists visiting in 2024. Surveys show over 90 per cent of visitors want to explore regional areas, but fewer than 10 per cent actually do. The government now aims to redirect travellers to under-visited regions, balancing tourism across the country.
The fare scheme gives access to more than 40 ANA hubs, Japan’s largest domestic network. This network makes multi-stop travel simpler and more affordable, while supporting regional economic growth. By encouraging travel to less-visited destinations, Japan hopes to spread tourism benefits more evenly.
Promoting Authentic Travel Experiences
ANA says the initiative helps tackle overcrowding in popular hotspots while offering more genuine cultural experiences. By connecting travellers with regional destinations, the airline hopes visitors experience Japan beyond traditional tourist hubs. The campaign encourages responsible tourism, benefits local communities, and allows international visitors to discover hidden corners of Japan.
