All Nippon Airways (ANA) is making it easier for travellers to explore Japan by offering its UK and European passengers free domestic flights across its extensive regional network. 

This more affordable fare will be available from today until the end of January as part of a joint campaign between ANA and the Japan National Tourism Organization (JNTO).

The incentive aims to move visitors beyond the classic “hero gateway” cities, inspiring them to explore the rich, lesser-known regions, and see more of Japan at its most authentic. 

At the heart of this initiative is the Stopover & Add-on Free Fare.

This enables customers and trade partners to build bespoke, multi-stop itineraries, without charging extra for economy class stopovers.

The addition of the benefit on top of ANA’s existing Add-on Free Fare offer means that economy passengers can now filter seamlessly between the bustling metropolises of Tokyo or Kyoto and more off-the-radar destinations — whether that’s the rugged landscapes of Tohoku, the onsen towns of Kyushu, or the tropical islands of Okinawa — at no additional fare.

The campaign comes at a timely moment.

Japan is experiencing record-breaking inbound tourism: in 2024, it welcomed 36.87 million international visitors.

Yet despite this surge, much of that demand remains concentrated on a handful of well-known cities.

While more than 90 per cent of inbound travellers say they intend to visit regional areas, fewer than ten per cent have done so.