Japan launched a new program to reduce overtourism in hotspots like Tokyo and Kyoto. The Japan National Tourism Organisation, together with All Nippon Airways, offers free domestic flights to UK and European travellers. The campaign runs from 24 November to 31 January 2026 and aims to guide visitors to lesser-known regions, easing pressure on major destinations.
The initiative forms part of the “Stopover & Add-on Free Fare” scheme, which lets eligible economy passengers book up to two free domestic flights with an international ticket by 31 January. Passengers can schedule these domestic flights anytime after that date. The offer lets travellers fly to Tokyo, Hiroshima, Aomori, or the Izu Peninsula for the same fare. ANA says the program supports multi-stop itineraries without extra airfare, though taxes and fees still apply. Availability varies by flight and date. Travellers can book through agents, ANA offices abroad, or the ANA website.
Directing Tourists to Hidden Regions
Japan’s popular cities have faced increasing visitor pressure in recent years. A record 36.9 million tourists explored Japan in 2024. Surveys show over 90 per cent of visitors want to see regional areas, but fewer than 10 per cent actually travel there.
Japan now encourages travellers to explore under-visited locations through this new fare initiative. The program opens more than 40 ANA hubs across the country, Japan’s largest domestic network, making multi-stop itineraries easier and more affordable. Officials expect increased regional travel to stimulate local economies and reduce congestion in major tourist areas.
Promoting Authentic Experiences
ANA intends to guide visitors toward quieter destinations and away from crowded hotspots. The airline says the program will manage overtourism and offer more authentic experiences. By incentivising travel to lesser-known regions, the initiative connects tourists with local culture, supports sustainable tourism, and encourages exploration beyond Japan’s main cities.
