Japan Airlines is giving free domestic flights to international tourists, making travel to smaller cities and hidden gems far easier.
But travel experts say the initiative is likely to backfire, as it could exacerbate the country’s overtourism problem.
The initiative was announced in September and is available to people traveling to Japan from the US, Canada, Mexico, Thailand, Australia, New Zealand, Vietnam, the Philippines, Indonesia, India, China, and Taiwan.
In order to obtain the free tickets, passengers must book round-trip international flights with Japan Airlines and domestic flights within the same purchase.
A spokesperson for Japan Airlines said no end date has been set for the initiative.
It could intensify over-tourism
Sara Aiko, founder of the travel agency Curated Kyoto, told BI that the initiative was likely created to distribute tourism to lesser-known areas to alleviate overtourism in the capital.
But in practice, Aiko said, “people will continue to flock to popular destinations like Tokyo, regardless of free tickets, because they are major attractions.”