Japan has launched a new initiative to reduce 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 across ANA’s regional network. The programme runs from 24 November to 31 January 2026, encouraging visitors to explore lesser-known regions and ease congestion in popular destinations.
The campaign forms part of the “Stopover & Add-on Free Fare” offer, which allows eligible economy passengers to book up to two free domestic flights when they make an international booking by 31 January. Passengers can schedule these flights for any date after 31 January. This structure allows travellers to visit Tokyo, Hiroshima, Aomori, or the Izu Peninsula for the same fare. ANA says the programme supports multi-stop itineraries without extra cost. Taxes and fees still apply, and availability varies by date and route. Travellers can book through travel agents, ANA offices abroad, or the ANA website.
Encouraging Regional Exploration
Major Japanese cities have struggled with overtourism in recent years. A record 36.9 million tourists visited Japan in 2024, putting pressure on Tokyo and Kyoto. Although over 90 per cent of visitors say they want to see regional areas, fewer than 10 per cent actually travel there.
Japan now seeks to redirect tourists to under-visited regions using initiatives like the free-flight campaign. The programme offers access to more than 40 ANA hubs, Japan’s largest domestic network, making regional travel easier and more affordable. Officials expect the initiative to promote economic growth in regional areas and support local communities.
Balancing Tourism and Authentic Experiences
ANA intends to guide travellers away from congested hotspots and into quieter destinations. The airline aims to manage overtourism while connecting visitors with authentic Japanese experiences. By encouraging trips to lesser-known locations, the campaign helps distribute tourism more evenly and enhances regional tourism development. It also allows travellers to experience multi-stop itineraries, giving them flexibility and more meaningful travel opportunities.
