Japan launched a new initiative to reduce overtourism in Tokyo and Kyoto by promoting lesser-known destinations. The Japan National Tourism Organisation (JNTO) partnered with All Nippon Airways (ANA) to offer free domestic flights to UK and European travellers. The campaign runs from 24 November to 31 January 2026 and aims to guide tourists toward regional areas while easing pressure on crowded urban spots.
The programme forms part of ANA’s “Stopover & Add-on Free Fare” scheme, which lets eligible economy passengers book up to two domestic flights at no extra cost when they make an international booking by 31 January. Travellers may schedule these flights anytime after that date. Whether passengers visit Tokyo, Hiroshima, Aomori, or the Izu Peninsula, they pay the same airfare. ANA explains that this structure allows travellers to build multi-stop itineraries without additional charges. While the flights are free, taxes and fees still apply, and the offer depends on availability. Passengers can book through travel agents, ANA offices outside Japan, or directly on ANA’s website.
Shifting Tourism to Regional Destinations
Japan’s popular cities face mounting pressure from overtourism, with 36.9 million visitors recorded in 2024. Surveys indicate over 90 per cent of travellers want to explore regional areas, yet fewer than 10 per cent actually do. The government now redirects visitors to under-touristed locations and balances tourism through programs like the Stopover & Add-on Free Fare.
ANA provides access to more than 40 domestic hubs, Japan’s largest regional network, making multi-stop travel easier and more affordable. Officials expect the initiative to support regional economic growth while encouraging travellers to venture beyond the main cities.
Promoting Authentic Travel Experiences
ANA aims to move tourists away from crowded hotspots and toward authentic experiences in less-visited areas. The airline believes this campaign will relieve pressure on Tokyo and Kyoto while connecting travellers to local culture. By incentivising regional travel, the initiative supports sustainable tourism, boosts regional economies, and allows visitors to experience a broader side of Japan.
