Japan fights overtourism in Tokyo and Kyoto by encouraging visitors to explore lesser-known destinations. The Japan National Tourism Organisation and All Nippon Airways offer free domestic flights to UK and European travellers. The initiative runs from 24 November to 31 January 2026, aiming to ease crowding in popular cities and promote regional travel.
The campaign forms part of the “Stopover & Add-on Free Fare” programme, which allows eligible economy passengers from the UK and Europe to book up to two free domestic flights with an international booking by 31 January. Passengers can schedule these flights for any date after 31 January. ANA says this option lets travellers create multi-stop itineraries without paying extra airfare. Taxes and fees still apply, and availability depends on flight schedules and dates. Travellers can book through travel agents, ANA offices abroad, or directly on the ANA website.
Shifting Visitors Toward Regional Japan
Popular cities like Tokyo and Kyoto face mounting pressure from tourism, with 36.9 million visitors arriving in 2024. Surveys show more than 90 per cent of visitors want to explore regional areas, but fewer than 10 per cent actually do. Japan now aims to redirect tourists to lesser-known locations to balance travel across the country.
The scheme provides access to over 40 ANA hubs, Japan’s largest domestic network, making regional travel easier and more affordable. Visitors can combine multiple stops in a single trip, opening the way to discover cities like Hiroshima, Aomori, or the Izu Peninsula. Officials expect this programme to stimulate local economies and distribute tourism more evenly.
Promoting Authentic Experiences Beyond Crowds
ANA wants travellers to venture beyond crowded hotspots and experience authentic Japanese culture. By encouraging exploration of under-visited destinations, the campaign addresses overtourism in Tokyo and Kyoto. The initiative also provides visitors with more meaningful interactions and genuine travel experiences.
By linking international arrivals to regional flights, ANA and JNTO hope to showcase Japan’s diverse landscapes, heritage, and communities. The programme supports sustainable tourism while helping regional areas benefit economically. Through this campaign, Japan seeks to offer both convenience and cultural enrichment for international travellers.
