Japan has launched a bold initiative to ease overtourism in cities like Tokyo and Kyoto by encouraging visitors to explore lesser-known regions. The Japan National Tourism Organisation (JNTO) has partnered with All Nippon Airways (ANA) to offer free domestic flights across ANA’s entire regional network to travellers from the UK and Europe. The programme will run from 24 November to 31 January 2026 and aims to redirect tourist flows, making overcrowded destinations less pressured while giving travellers a chance to discover Japan’s hidden gems.
The initiative forms part of the “Stopover & Add-on Free Fare” scheme, which allows eligible economy passengers to book up to two free domestic flights when they make an international booking by 31 January. The departures for these domestic flights can occur at any time after that date, giving visitors flexibility to plan multi-stop itineraries. Whether travellers fly to Tokyo first or continue to regional cities such as Hiroshima, Aomori, or the Izu Peninsula, they pay the same airfare. ANA highlights that this structure allows passengers to create personalized travel routes across Japan without incurring additional flight costs.
While the airfare for these domestic flights is free, passengers must still pay applicable taxes and fees. The promotion is subject to availability, and not all flights or dates will qualify. Travellers can secure the offer through authorised travel agents, ANA offices outside Japan, or directly via ANA’s online booking platform. ANA expects that providing such incentives will help redistribute tourists and allow for a smoother, more sustainable travel experience throughout the country.
Promoting Regional Tourism and Economic Growth
Overtourism has increasingly affected major Japanese cities, with 36.9 million visitors recorded in 2024 alone, according to Nippon.com. Despite more than 90 percent of travellers expressing interest in exploring regional areas, fewer than 10 percent actually venture outside Tokyo, Kyoto, and other popular hubs. Japan now seeks to balance tourism by encouraging international visitors to discover under-visited destinations and support local economies.
The “Stopover & Add-on Free Fare” offer provides access to more than 40 ANA hubs, forming Japan’s largest domestic flight network. This extensive coverage allows travellers to reach remote and culturally rich regions with relative ease, creating opportunities for multi-stop travel without extra expense. Officials hope that by opening access to these regional hubs, the programme will stimulate economic activity in smaller cities and rural areas, supporting hotels, restaurants, and local attractions while reducing the environmental and logistical pressures in major tourist hotspots.
By distributing tourists more evenly across the country, Japan aims to deliver a more authentic travel experience. Visitors can engage with local culture, explore traditional festivals, and enjoy regional cuisines, creating memories beyond the crowded landmarks of Tokyo and Kyoto. This initiative also supports sustainable tourism practices, helping preserve Japan’s heritage sites while allowing international travellers to immerse themselves in the diversity of Japan’s landscapes, from coastal towns to mountainous regions.
Enhancing the Visitor Experience
ANA and JNTO intend for this campaign to redefine travel patterns in Japan, offering incentives that make regional exploration accessible, affordable, and appealing. By encouraging travellers to leave the usual tourist trail, the programme aims to promote richer experiences and deeper connections with Japanese culture. Multi-stop itineraries allow visitors to experience urban energy, historical sites, natural beauty, and local communities in a single trip.
Through this initiative, Japan also seeks to foster long-term benefits for regional tourism. Smaller cities gain more international exposure, and local businesses see increased patronage. Tourists gain a more relaxed, less congested experience while connecting with Japan’s cultural heritage in a meaningful way. ANA emphasizes that the campaign not only mitigates overcrowding but also strengthens the travel ecosystem, enhancing logistics, accessibility, and overall visitor satisfaction.
Ultimately, this programme reflects Japan’s commitment to sustainable, responsible tourism. It encourages international visitors to explore beyond familiar cities, discover authentic experiences, and support regional development. By leveraging its domestic flight network and offering unique incentives, Japan positions itself as a destination where travellers can enjoy both iconic landmarks and hidden treasures, balancing high tourist demand with the preservation of its cultural and natural assets.
