Japan introduced a plan to reduce overtourism in major cities like Tokyo and Kyoto. The Japan National Tourism Organisation and All Nippon Airways now offer free domestic flights across ANA’s regional network for UK and European travellers. The initiative runs from 24 November to 31 January 2026 and encourages tourists to explore lesser-known areas while easing pressure on crowded destinations.
The campaign forms part of the “Stopover & Add-on Free Fare” programme. Eligible economy passengers can book up to two free domestic flights when making an international booking by 31 January, though flight departures can occur anytime after that date. Whether visitors fly to Tokyo, Hiroshima, Aomori, or the Izu Peninsula, they pay the same airfare. ANA states the offer allows travellers to create multi-stop itineraries without extra charges. While the flights are free, passengers still pay taxes and fees. Availability varies, and the promotion may not apply on all flights or dates. Travellers can book through travel agents, ANA offices outside Japan, or directly via ANA.
Encouraging Regional Exploration
Japan faces rising overtourism in major cities. A record 36.9 million visitors arrived in 2024, according to Nippon.com. Surveys show over 90 per cent of travellers want to explore regional areas, yet fewer than 10 per cent actually do.
The government now seeks to redirect visitors to under-visited destinations. Initiatives like the “Stopover & Add-on Free Fare” aim to balance tourism and encourage broader exploration. The scheme provides access to over 40 ANA hubs, Japan’s largest domestic network, making multi-stop trips easier and more affordable. Officials expect increased travel to regional areas will also boost local economies.
Promoting Authentic Travel Experiences
ANA intends to guide visitors beyond popular hotspots and into quieter regions. By promoting lesser-known destinations, the airline aims to relieve congestion in major cities. The campaign also helps tourists experience more authentic aspects of Japan. By offering free domestic flights, ANA connects travellers with local culture and supports sustainable tourism growth.
