Japan introduced a new strategy to guide tourists away from crowded cities like Tokyo and Kyoto. The Japan National Tourism Organisation and All Nippon Airways now offer free domestic flights across ANA’s entire regional network for UK and European travellers. This initiative runs from 24 November to 31 January 2026 and aims to push visitors toward lesser-known areas while easing pressure on major hotspots.
The scheme forms part of the “Stopover & Add-on Free Fare” programme, which allows eligible economy passengers to claim up to two free domestic flights when they book an international ticket by 31 January. Travellers can schedule those domestic flights for any date after 31 January. This means passengers flying to Tokyo can continue to destinations like Hiroshima, Aomori or the Izu Peninsula for the same overall airfare. ANA says this setup helps travellers build multi-stop itineraries without extra costs.
Taxes and fees still apply, and availability varies by date and route. Passengers can secure this offer through travel agents, ANA’s overseas offices or through ANA directly.
Redirecting Visitors Toward Hidden Destinations
Japan continues to face growing strain in popular cities due to overtourism. In 2024, a record 36.9 million tourists visited the country. Surveys show that over 90 per cent of visitors want to explore regional areas, yet fewer than 10 per cent actually travel beyond the major hubs.
Japan now seeks to shift travellers toward less-visited regions through offers like the “Stopover & Add-on Free Fare.” The initiative grants access to more than 40 ANA hubs, which form Japan’s largest domestic network. This expanded access allows visitors to design affordable multi-stop trips that head into quieter prefectures rather than already busy urban centres.
Supporting Balanced Tourism and Local Growth
ANA intends for the programme to steer travellers into areas that see fewer visitors and relieve pressure on famous attractions. The airline believes this shift will support more balanced tourism across the country and give travellers more authentic experiences.
Japan also expects increased travel to regional hubs to boost local economies and stimulate businesses that rely on tourism. By broadening visitor distribution, the country aims to protect its most crowded destinations while showcasing a wider range of cultural and natural attractions.
