Attracting nonstop transatlantic service to Jacksonville International Airport will likely require a financial commitment exceeding $13 million, according to the head of the Jacksonville Aviation Authority.
Speaking April 3 before the JAX Chamber Downtown Council, JAA CEO Mark VanLoh revealed that a previous proposal offering a $13 million package of combined public and private assistance to secure a route to London failed to yield an immediate commitment. According to VanLoh, the response from air carriers was simply, “We’ll think about it.”
The admission underscores the steep “pay-to-play” reality for midsize cities competing for international air service. Even as the $13 million figure served as a baseline for previous discussions, VanLoh indicated in a subsequent interview that the city would likely demand to assemble even more funding to successfully bring international carriers to the table in the current economic climate.
The push for transatlantic service to Jacksonville has turn into a focal point for regional leaders who view a direct link to Europe as a catalyst for economic expansion. For at least seven years, political and business figures in Northeast Florida have argued that such service would not only attract new corporations to the region but also better support existing international firms operating within the city.
Cutline: Jacksonville Aviation Authority CEO Mark VanLoh discussed improvements to Jacksonville International Airport and other topics April 3 during a presentation to the JAX Chamber Downtown Council.
Bridging the Revenue Gap
The need for substantial incentives stems from a fundamental gap in aviation economics. For airlines, the cost of operating a long-haul flight from a midsize market often outweighs the projected passenger revenue, especially when compared to the high-volume traffic found at major global hubs.
Several external pressures are driving these costs higher, including rising operational expenses for airlines and fierce competition from other midsize U.S. Cities vying for the same limited number of international slots. To combat this, Jacksonville has already begun aggressive marketing efforts, including placing advertisements in the London subway system to build brand awareness for the city.
A recent analysis by the Campbell-Hill Aviation Group, a consultant for the JAA, identified five primary targets for potential service based on regional demographics, demand, and airport capacity: London, Paris, Dublin, Frankfurt and Reykjavik.
However, the mechanism for funding these incentives is strictly regulated. Under Federal Aviation Administration (FAA) rules, the airport is prohibited from providing direct revenue guarantees. Any substantial financial incentives must be sourced from local or state government levels or through private contributions from businesses that would benefit from the service.
While the JAA cannot provide a guarantee, it can offer operational support, such as waiving landing fees, providing free counter space for two years and funding marketing campaigns.
Market Benchmarks and Competition
Jacksonville is not alone in its struggle to lure international carriers. Other midsize cities have utilized similar—and sometimes larger—incentive packages to secure service to Europe, particularly through carriers like Aer Lingus.
| City | Destination | Incentive Amount |
|---|---|---|
| Indianapolis | Dublin | $19 million |
| Cleveland | Dublin | $11.8 million |
| San Antonio | Various | $6 million – $12 million |
| Cincinnati | Various | $6 million – $12 million |
A Divided Vision for Taxpayer Funding
The prospect of using public funds to “buy” a flight route has created a rift among Jacksonville’s leadership. On one side, the office of Mayor Donna Deegan views the lack of nonstop service as a critical deficiency. In a statement dated Feb. 25, the mayor’s office noted that business leaders consider the absence of such flights “one of the biggest obstacles to growing business opportunities between (Jacksonville and Europe).” The city remains committed to providing the necessary incentives to establish market demand.
Conversely, some elected officials question the sustainability of such a strategy. City Council Vice President Nick Howland, who serves as the Council liaison to the JAA board, argues that Jacksonville lacks the concentration of Fortune 500 companies necessary to sustain an international route without permanent subsidies.
“Our challenge with an international flight is that we won’t have Fortune 500 businesses demanding it. Our largest employer is the US Navy, and they have their own international flights. Baptist, CSX, Regency, Rayonier … all domestic businesses. Only FIS has a substantial amount of international operations. Even if we bought a route with a City subsidy, it would likely not be sustainable. That money would be better used to incentivize company relocations and job growth in Jacksonville … which eventually will spur natural demand for an international flight.”
Airport Infrastructure and Traffic Trends
Despite the hurdles in international expansion, the JAA is moving forward with significant domestic infrastructure upgrades. VanLoh confirmed that the $344 million addition of Concourse B at Jacksonville International Airport remains on schedule to open by the end of December 2026.
The expansion comes amid a slight fluctuation in passenger volume. Airport traffic dipped from 7.6 million passengers in 2024 to 7.5 million in 2025. VanLoh attributed this decrease to a decline in Canadian travelers, which he linked to backlash over tariffs imposed on Canada by the United States.
As the city weighs the cost of international connectivity against the potential for economic growth, the final decision on funding will rest with the Jacksonville City Council and the mayor’s office. The next phase of the effort will likely involve determining the exact split between public taxpayer funds and private contributions from the local business community.
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