Japan introduced a new strategy to guide tourists away from crowded cities such as Tokyo and Kyoto. The Japan National Tourism Organisation and All Nippon Airways began offering free domestic flights to UK and European travellers across ANA’s entire regional network. They created this initiative to encourage travel to lesser-known areas and reduce pressure on heavily visited destinations.
The campaign runs from 24 November to 31 January 2026 and supports travel throughout Japan’s quieter regions. It forms part of the “Stopover & Add-on Free Fare” offer, which allows eligible economy passengers from the UK and Europe to book two free domestic flights on an international itinerary by 31 January. Travellers can take these domestic flights anytime after that date.
Passengers flying to Tokyo can continue on to places like Hiroshima, Aomori or the Izu Peninsula for the same airfare. ANA says this offer lets customers build multi-stop journeys at no additional cost. Taxes and fees still apply, and availability may vary by flight and date. Travellers can secure this deal through travel agents, ANA offices outside Japan or ANA directly.
Effort to Ease Pressure on Tourist Hotspots
Tokyo and Kyoto have faced growing overtourism in recent years, driven by record numbers of visitors. Japan welcomed 36.9 million tourists in 2024, according to Nippon.com. Surveys show more than 90 per cent of travellers want to explore regional areas, yet fewer than 10 per cent have done so.
Japan now aims to redirect visitors toward under-touristed areas and balance national tourism levels. The new initiative supports this goal by opening travel to over 40 ANA hubs across the country, the widest domestic network in Japan. Officials expect easier access to these regions to expand visitor choices and create more evenly distributed travel patterns.
Boosting Regional Travel and Local Economies
The scheme encourages travellers to craft itineraries that include multiple stops without added airfare. ANA says this approach will push visitors into lesser-known destinations and help relieve crowding in famous hotspots. It also intends to offer more authentic experiences to travellers seeking alternatives to the busiest cities.
Leaders expect the campaign to stimulate regional economies by increasing footfall in overlooked communities. By guiding tourists beyond familiar zones, the initiative aims to strengthen sustainable tourism across Japan while giving travellers new reasons to explore the country’s full range of landscapes and cultures.
