Japan’s government and tourism authorities have been striving to decentralise tourism in an effort to relieve pressure on heavily visited areas and support local economies in rural regions. The airline’s latest promotion is a step towards achieving this goal by giving tourists the chance to experience Japan’s regional landscapes, culture, and heritage. Visitors who take advantage of this offer can venture beyond the typical tourist path, helping to boost tourism in underexplored regions while enjoying Japan’s rich and varied offerings. This move by Japan Airlines highlights a growing trend in sustainable tourism, where promoting lesser-known destinations can reduce overcrowding in popular cities while benefiting regional economies.