Japan introduced a new strategy to ease overtourism in busy cities such as Tokyo and Kyoto. The Japan National Tourism Organisation and All Nippon Airways now offer free domestic flights to UK and European travellers. They launched the initiative to direct visitors toward lesser-known regions and reduce pressure on crowded destinations. The programme runs from 24 November to 31 January 2026 and encourages travellers to explore areas outside major hubs.
Free Flights Encourage Wider Exploration
The “Stopover & Add-on Free Fare” offer allows eligible economy passengers to book up to two free domestic flights on an international ticket by 31 January. Travellers can take these domestic flights anytime after that date. This means passengers pay the same fare whether they visit Tokyo or continue to places like Hiroshima, Aomori or the Izu Peninsula. ANA says the initiative lets travellers build multi-stop journeys without extra flight costs. Taxes and fees still apply, and availability may vary by date and route. Passengers can book through travel agents, ANA offices outside Japan or directly with the airline.
Redirecting Tourism Toward Regional Japan
Tokyo and Kyoto have faced intense overtourism as Japan’s visitor numbers climbed, reaching 36.9 million in 2024. Surveys show that over 90 per cent of travellers want to explore regional areas, yet fewer than 10 per cent actually visit them. Japan now aims to shift tourists toward quieter destinations and balance overall travel patterns.
The scheme provides access to more than 40 ANA hubs across Japan’s largest domestic network, making multi-stop itineraries easier and more affordable. The programme aims to boost regional economies and encourage travellers to discover under-visited locations. By guiding visitors away from overcrowded hotspots, ANA says it wants to relieve pressure on popular cities and offer more authentic travel experiences.
