Japan introduced a new strategy to ease 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 travellers. The campaign runs from 24 November to 31 January 2026 and encourages visitors to explore lesser-known regions.
The programme forms part of the “Stopover & Add-on Free Fare” scheme, which lets eligible economy passengers book up to two free domestic flights when they make an international booking by 31 January. Travellers can schedule these domestic departures anytime after that date. This system lets passengers fly to Tokyo, Hiroshima, Aomori or the Izu Peninsula for the same fare. ANA says the structure supports multi-stop itineraries without extra charges.
The airline still applies taxes and fees on the free flights, and availability varies by date and route. Travellers can secure the offer through travel agents, ANA offices outside Japan or the ANA website.
Redirecting Visitors to Hidden Regions
Japan faces mounting pressure from overtourism, especially in major cities. A record 36.9 million travellers visited the country in 2024. Surveys show that over 90 per cent of visitors want to see regional areas, yet fewer than 10 per cent actually reach them.
Japan now aims to push travellers toward under-touristed locations through initiatives like this new fare scheme. The programme opens access to more than 40 ANA hubs across Japan, making regional travel easier and more affordable. Officials expect the availability of these routes to support local economies and spread tourism more evenly.
Supporting Authentic Travel Experiences
ANA intends to guide visitors beyond crowded hotspots and into quieter destinations. The airline says the campaign will help manage overtourism, relieve pressure on popular sites and highlight more authentic experiences. By giving travellers an incentive to explore new regions, the initiative supports both responsible tourism and regional communities.
