In an ambitious move to tackle overtourism, Japan's largest airline, All Nippon Airways (ANA), is providing free domestic flights to British and European travellers this winter.
Unlocking Japan's Hidden Gems
The innovative scheme, which runs from 24 November 2025 to 31 January 2026, allows eligible passengers to book up to two complimentary internal flights when they purchase an international ticket to Japan with ANA. This initiative specifically aims to redirect visitor traffic away from overcrowded hotspots like Tokyo and Kyoto towards Japan's culturally rich but less-visited regions.
To qualify for this generous offer, travellers must first pay for a flight from Britain or Europe to Japan with ANA. The complimentary flights are for standard class travel only, and passengers should be aware they may still need to cover applicable tax and visa fees.
Flexible Travel Opportunities
One of the most appealing aspects of this programme is its flexibility. The domestic flights don't need to start and finish at the same airport, enabling visitors to craft more extensive itineraries and experience more of the country's diversity. While the booking window for this offer is limited, the actual flights can be taken outside this period, providing additional planning flexibility.
With ANA flying to over 40 Japanese destinations including Hokkaido, Okinawa, Fukuoka and Nagasaki, the potential for adventure is substantial. The airline has expressed hope that this initiative will make regional exploration genuinely affordable and foster deeper, more sustainable engagement with Japan's diverse cultural regions.
Addressing Overtourism Challenges
This new travel incentive arrives several months after Japan established a dedicated administrative body to address the effects of over-tourism. The government described this body as functioning like a cross-agency control tower to manage issues including crime and tourism overcrowding involving foreign visitors.
A government spokesperson highlighted growing concerns, stating that crimes and disorderly conduct by some foreigners, along with inappropriate use of various administrative systems, have created public unease. This context becomes particularly significant considering Japan welcomed a record 36 million tourists in 2024, according to official figures.
The free flights programme represents a proactive approach to managing tourist distribution while encouraging more sustainable travel practices throughout Japan's diverse regions.
