Japan is launching an aggressive new incentive to better manage overtourism and encourage visitors to explore regions beyond its busy urban centres. Beginning 24 November 2025, All Nippon Airways (ANA), in collaboration with the Japan National Tourism Organization (JNTO), is offering free domestic flights to travellers from the UK and several European countries. The initiative, reported by Euronews and Travel Gossip, aims to spread tourism traffic more evenly across the archipelago and boost regional economies.
The programme, called “Stopover & Add-on Free Fare,” allows eligible passengers to book up to two free domestic flights as part of their international itinerary to Japan. The offer applies exclusively to economy-class travellers booking flights from the UK and Europe to Japan until 31 January 2026. While the flights themselves are free, passengers are still required to pay airport taxes and mandatory fees. Seat availability will depend on demand, and ANA has highlighted that free allocations may fill quickly on popular routes or peak travel dates.
This initiative comes amid growing concern over overtourism in Japan’s iconic cities such as Tokyo and Kyoto. According to data cited by Japanese media and Euronews, Japan welcomed a record 36.9 million visitors in 2024. Despite surveys showing that more than 90 percent of foreign tourists express interest in visiting regional areas, fewer than 10 percent actually travel outside major urban destinations. Authorities hope that the new flight scheme will transform interest into action and encourage travellers to venture into lesser-visited areas.
Free domestic flights
With over 40 domestic destinations in ANA’s network, tourists arriving in Tokyo or Osaka can now extend their trip to regions such as Hokkaido, Tohoku, Kyushu, or the Okinawan islands without paying additional air fare. The programme also allows multi-city itineraries, meaning travellers are not required to return to the city where they first landed. For example, a visitor flying into Tokyo could continue to Aomori and then depart home from Okinawa, all under the same booking.
Travel Gossip reports that bookings for the free domestic flights can be made through travel agents, ANA offices outside Japan, or directly via ANA’s website. The flights must be selected at the time of purchasing the international ticket, and the entire itinerary must be included in a single reservation. This requirement means travellers will need to plan their journeys in advance to take full advantage of the offer.
Beyond crowd control in major cities, the promotion is expected to bring significant economic benefits to regional communities. Areas that have historically attracted fewer visitors may see an increase in tourism-related spending, from accommodation and dining to cultural tours and transportation. Local governments in rural prefectures have long advocated for policies that distribute tourist flows more evenly, arguing that small towns and remote islands possess untapped potential for sustainable tourism.
Japan’s most impactful strategies
For travellers, the opportunity provides a rare chance to explore Japan more broadly at minimal cost. While Tokyo’s neon districts and Kyoto’s historic temples remain global attractions, the country’s rural regions offer unique landscapes and cultural experiences that often go unnoticed by international tourists. Snow-covered hot springs in Tohoku, volcanic trails in Kyushu, and subtropical beaches in Okinawa are among the destinations that could see renewed interest due to the promotion.
However, ANA notes several challenges linked to the offer. Seats are limited, and travellers booking during busy periods may find that free domestic flights are no longer available. Additionally, although marketed as “free,” the requirement to pay airport fees means travellers should anticipate some additional expenses. The promotion also applies only to travellers departing from Europe and the UK, excluding visitors from other regions, including Southeast Asia and North America.
Despite these limitations, tourism analysts say the initiative could become one of Japan’s most impactful strategies for distributing tourism across its regions. By reducing pressure on urban hotspots and fostering exploration of lesser-known destinations, the country aims to build a more balanced and sustainable tourism model. For European travellers planning a trip in late 2025 or early 2026, the offer presents a compelling opportunity to experience Japan beyond its famous gateways — provided they act quickly and secure their bookings while seats remain available. (Sulung Prasetyo)
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