Japan combats overtourism in Tokyo and Kyoto by promoting travel to lesser-known regions. The Japan National Tourism Organisation (JNTO) and All Nippon Airways (ANA) now offer free domestic flights across ANA’s entire regional network to UK and European travellers. The initiative, running from 24 November to 31 January 2026, encourages visitors to explore hidden destinations while easing pressure on crowded hotspots.
Eligible economy passengers from the UK and Europe can book up to two free domestic flights when making an international booking by 31 January. Travellers can schedule these flights anytime after that date. ANA says this allows multi-stop itineraries without extra airfare, whether flying to Tokyo, Hiroshima, Aomori, or the Izu Peninsula. Taxes and fees still apply, and availability may vary by route and date. Passengers can book through travel agents, ANA offices abroad, or directly via ANA.
Balancing Tourism Across Japan
Japan experienced rising overtourism in major cities, with 36.9 million visitors in 2024. Surveys show more than 90 per cent of travellers want to see regional areas, yet fewer than 10 per cent actually do. The country now aims to redirect visitors to under-visited regions and balance overall tourism through this free-flight programme.
The scheme provides access to over 40 ANA hubs, Japan’s largest domestic network, making multi-stop itineraries more convenient and affordable. Officials expect the initiative to drive regional economic growth while reducing congestion in major cities.
Promoting Authentic Travel Experiences
ANA aims to connect travellers with less-crowded, authentic destinations across Japan. The campaign encourages visitors to explore beyond Tokyo and Kyoto while addressing overtourism. By offering incentives for regional travel, the programme promotes unique experiences and strengthens local communities. Officials hope the initiative inspires longer stays, broader exploration, and a more sustainable tourism model throughout Japan.
