Framing the future: an analysis of the early aviation agenda of the von der Leyen Commission (2019–2024)

Purpose Aviation remains one of the strategic sectors for the EU. However, recent years have brought visible changes in the state and perception of the sector. In this context, this paper aims to analyse the main strands of the discussion on civil aviation under the von der Leyen Commission presented for the term 2019–2024. Design/methodology/approach Drawing on the concept of framing and frame dimensions, the article reflects on the content of two recent EU strategic documents analysed using MAXQDA software. The article aims to examine what lies behind the general objective of making the system sustainable – smart – resilient, the positioning of environmental sustainability within the agenda, and how it relates to the overall growth prospects for air transport. Findings The findings indicate that the Commission frames progress in climate policy as the primary perspective for addressing air transport. However, from the outset, no drastic shift in aviation policy was envisaged, as the Commission relies on a continuation of old strategies and taboos. They perceive the problem as excessive emissions, not mobility per se, and try to balance environmental sustainability with the need to support the growth of the sector, ultimately revealing a weak sustainability approach. Practical implications This study can help to better understand the current prospects for environmental sustainability at the sectoral level and its limitations. This can inform further discussion on a more holistic approach that includes significant behavioural and systemic changes alongside technological innovations. Social implications Understanding how the EU strategies for aviation integrate environmental and growth objectives can foster greater public awareness of the framing strategies and their trade-offs, and open avenues for a cultural shift towards more sustainable and equitable mobility patterns. Originality/value This paper contributes to the discussion on the current EU aviation policy by highlighting the strong continuity and the discrepancies between the political rhetoric and the actual agenda of the European Commission.