Due to increasing overtourism in popular cities such as Tokyo and Kyoto, Japan has taken a new step to direct visitors to lesser-known regions. Launched in collaboration with the Japan National Tourism Organization (JNTO) and All Nippon Airways (ANA), the campaign offers travelers from the UK and Europe free domestic flights across ANA’s regional network throughout Japan.
Campaign Details
- Validity Period: 24 November 2025 – 31 January 2026
- Benefit: Eligible economy class international ticket holders can book up to two free domestic flights
- Flight Dates: Any date after 31 January
The campaign allows travelers to create multi-stop itineraries without paying for extra flights, whether traveling to Tokyo, Hiroshima, Aomori, or the Izu Peninsula. While the flights themselves are free, taxes and fees are the responsibility of the passenger. The offer is subject to seat availability and may not be valid on all flights or dates.
Reservations can be made through travel agencies, ANA offices outside Japan, or directly with ANA.
Objective: Directing Tourism to Less-Visited Regions
Popular cities such as Tokyo and Kyoto have been under increasing tourist pressure in recent years. According to Nippon.com, the number of tourists visiting Japan reached 36.9 million in 2024. However, while more than 90% of tourists wish to visit regional areas, less than 10% actually do.
The new campaign aims to balance tourism across Japan by directing visitors to less-visited regions and supporting regional economic development. The project provides access to over 40 ANA hubs, Japan’s largest local network, making it easy and cost-effective for visitors to create multi-stop routes.
ANA emphasizes that the campaign is intended to attract tourists to less-visited destinations, address overtourism in popular spots, and offer visitors a more authentic travel experience.
