The European aviation industry, in collaboration with fuel suppliers and cargo operators, has issued a joint plea for enhanced policy measures to facilitate the widespread adoption of Sustainable Aviation Fuel (SAF). This concerted effort aims to combat the challenges hindering the cost-effective deployment of SAF in Europe, crucial for achieving the sector's ambitious goal of net zero emissions by 2050. Presently, the SAF market is dominated by HEFA-based fuels, which are considerably pricier than conventional kerosene, while innovative alternatives like e-SAF and advanced biofuels struggle to attract sufficient investment. To address these hurdles, the industry has put forward a comprehensive 10-point strategy focusing on risk reduction, cost parity enhancement, and technological innovation support. This initiative was formally communicated to the EU Commissioner for Sustainable Transport and Tourism, emphasizing the necessity of a conducive policy milieu for the growth of Europe's SAF market. The forthcoming Sustainable Transport Investment Plan by the European Commission is anticipated to offer critical backing for SAF initiatives, following the industry's call for regulatory and financial mechanisms to propel SAF production and infrastructure development. The positive sentiment towards SAF adoption and the proactive stance of industry stakeholders suggest a promising trajectory towards sustainable aviation practices in Europe.