Japan launched a new initiative to reduce overcrowding in Tokyo and Kyoto. The Japan National Tourism Organisation (JNTO) and All Nippon Airways (ANA) now offer free domestic flights to UK and European travellers across ANA’s regional network. The program runs from 24 November to 31 January 2026 and aims to redirect tourists toward lesser-known regions.
The initiative forms part of the “Stopover & Add-on Free Fare” offer. Eligible economy passengers from the UK and Europe can book up to two free domestic flights with an international booking made by 31 January. Travelers may schedule these flights anytime after that date. Whether heading to Tokyo, Hiroshima, Aomori, or the Izu Peninsula, passengers pay the same fare. ANA says the program allows visitors to build multi-stop itineraries at no extra cost. Taxes and fees still apply, and the offer depends on availability. Passengers can book through travel agents, ANA offices abroad, or directly via ANA.
Spreading Tourism Across Japan
Japan faces growing pressure from overtourism in major cities. The country welcomed 36.9 million tourists in 2024, creating crowding concerns in Tokyo and Kyoto. While over 90 percent of visitors express interest in regional areas, fewer than 10 percent actually travel there.
Japan now aims to balance tourism by sending visitors to under-visited areas. The initiative provides access to more than 40 ANA hubs, Japan’s largest domestic network. This network makes multi-stop travel easier and more affordable while encouraging exploration of new destinations. The program also seeks to support regional economies by attracting more tourists to these areas.
Promoting Authentic Travel Experiences
ANA intends to guide visitors away from overcrowded spots and toward authentic experiences. By incentivizing travel to lesser-known regions, the airline hopes to ease strain on major cities while enhancing tourist satisfaction. The campaign connects travelers with local culture, scenery, and communities, creating memorable and sustainable tourism experiences across Japan.
