Japan is tackling overtourism in Tokyo and Kyoto by encouraging travellers to explore lesser-known regions. The Japan National Tourism Organisation and All Nippon Airways now offer free domestic flights to UK and European visitors. The campaign runs from 24 November to 31 January 2026 and aims to redirect visitors while easing pressure on popular destinations.
The initiative forms part of the “Stopover & Add-on Free Fare” programme, allowing eligible economy passengers to book up to two free domestic flights on an international booking made by 31 January. Travellers can schedule the flights anytime after that date. ANA says the programme lets visitors build multi-stop itineraries across Japan without paying extra for airfare. Taxes and fees still apply, and availability depends on the route and date. Passengers can book through travel agents, ANA offices abroad, or directly via ANA’s website.
Unlocking Japan’s Hidden Destinations
Japan has seen record tourism, with 36.9 million visitors in 2024, straining major cities. Surveys show that over 90 per cent of travellers want to visit regional areas, yet fewer than 10 per cent actually do. The government now encourages travel to under-visited locations to balance tourism across the country.
The programme provides access to more than 40 ANA domestic hubs, Japan’s largest network, simplifying multi-stop trips. Officials hope the scheme will promote regional economic growth and expand tourism opportunities beyond Tokyo and Kyoto.
Promoting Authentic Experiences
ANA aims to move travellers away from overcrowded spots and into quieter regions. The airline believes the campaign will relieve pressure on popular destinations while offering more authentic travel experiences. By incentivising exploration of lesser-known areas, the programme supports responsible tourism and regional communities throughout Japan.
