Japan addresses overtourism in Tokyo and Kyoto by encouraging travellers to visit lesser-known areas. The Japan National Tourism Organisation (JNTO) and All Nippon Airways (ANA) now offer free domestic flights across ANA’s regional network to UK and European visitors. The initiative runs from 24 November to 31 January 2026, aiming to ease crowding in major cities while highlighting under-visited regions.
The programme forms part of the “Stopover & Add-on Free Fare” deal. Eligible economy passengers from the UK and Europe can book up to two free domestic flights on an international booking by 31 January, though departures may occur later. Whether travellers fly to Tokyo, Hiroshima, Aomori, or the Izu Peninsula, ANA charges the same fare. The airline allows multi-stop itineraries without extra cost. Taxes and fees still apply, and availability varies by route and date. Passengers can reserve flights via travel agents, ANA offices abroad, or directly through ANA.
Shifting Tourism Patterns
Japan has seen rising overtourism in recent years. A record 36.9 million visitors explored the country in 2024. While over 90 per cent of travellers say they want to visit regional areas, fewer than 10 per cent actually travel beyond major cities.
The government now redirects visitors to under-touristed areas to balance tourism across the country. The initiative opens access to more than 40 ANA hubs, Japan’s largest domestic network, making regional trips easier and more affordable. Officials expect this approach to stimulate local economies and spread tourism benefits nationwide.
Encouraging Authentic Experiences
ANA aims to move travellers beyond crowded destinations and into quieter, more authentic locations. By promoting regional itineraries, the airline hopes to reduce overtourism in popular hotspots. The campaign seeks to connect visitors with genuine cultural and natural experiences, while supporting economic growth in less-visited areas. This strategy combines convenience, affordability, and cultural engagement to reshape travel patterns across Japan.
