Japan is taking a new step toward easing the crushing flow of visitors into its most famous cities. As Tokyo and Kyoto continue to struggle with the crowds that surged after the country reopened post-pandemic, local authorities are launching an initiative designed to redirect travellers across the country rather than concentrating them in the same hotspots.

The Japan National Tourism Organization, in partnership with All Nippon Airways, will offer free domestic flights across ANA’s regional network for travellers arriving from the United Kingdom and Europe. The offer will run from 24 November 2025 through 31 January 2026, allowing eligible economy-class passengers to book up to two complimentary domestic segments linked to an international ticket issued before the end of January. The flights themselves can take place at any time after that date, giving visitors flexibility when planning extended routes.

In practice, this means that whether a traveller arrives directly in Tokyo or chooses another entry point, the international fare remains the same. From there, the two extra flights allow for multi-stop itineraries without additional airfare, a change ANA says will help disperse travellers across lesser-visited regions of the country.

There are, however, a few caveats. While the domestic tickets are free, taxes and fees will still apply, usually amounting to around ten dollars per segment. Availability also depends on open seats; if a flight is fully booked, passengers will not be able to claim free seats on that route or on specific dates.

Travellers can book the promotion through travel agents, ANA offices outside Japan or directly via the airline.

Japan’s tourism boom in the years following its post-pandemic reopening has come with growing pains. A sharp decline in the yen made travel significantly cheaper for visitors from the United States and Europe, prompting many to seize the opportunity to explore the country. Popular periods such as cherry blossom season in spring and the climbing season at Mount Fuji in summer pushed Tokyo, Kyoto and other iconic destinations to their limits.

With visitor numbers climbing and the strain on infrastructure becoming harder to ignore, Japan’s authorities are increasingly focused on strategies that spread tourism more evenly throughout the archipelago. The free-flight initiative is one of the most ambitious attempts yet to encourage travellers to look beyond the usual urban magnets and discover the quieter, equally compelling regions of Japan.