Oakland International Airport (OAK), one of three airports serving the San Francisco Bay Area in northern California, is set to modify its name as part of efforts to increase geographic awareness among inbound travelers.

The Port of Oakland, which owns and operates the airport, is seeking approval for a rebrand to San Francisco Bay Oakland International Airport from its official title Metropolitan Oakland International Airport. However, the airport code OAK and visual brand will remain the same.

The move follows a consultation launched in summer 2023 to gauge feedback on a proposed change, designed to address an imbalance between inbound and outbound demand.

“Market research and interviews with airline partners have shown that routes have not performed as well as they should have due to the lack of geographic awareness, making air carriers reluctant to sustain and add new routes in Oakland,” Port of Oakland interim director of aviation Craig Simon said. From July 2008 to March 2024, OAK has added 54 new routes but 39 of these—along with six pre-existing destinations—have since been lost.

The airport believes that emphasizing Oakland’s location in the San Francisco Bay Area is crucial to sustaining more domestic and international flights. It adds that modifying the name is part of a broader effort to improve the passenger experience, including upgrading the Terminal 1 check-in lobby, restroom facilities, and providing new, local concessions and restaurants.

The decision to alter the name has the support of OAK’s existing airline partners, including Southwest Airlines, which accounts for about 80% of capacity from the airport.

“Oakland helped put us on the map in California, and we’re wholeheartedly supportive of this rebranding that acknowledges OAK’s economic position and influence in the San Francisco Bay area while staying true to its Oakland roots,” Southwest VP of marketing communications and strategy Jennifer Bridie said.

According to OAG Schedules Analyser data, OAK is connected nonstop to 42 destinations at the present time, 36 of which are in the U.S. A further five are in Mexico and one in El Salvador.

However, the airport has been without long-haul international flights since October 2019 when Norwegian ended service from Europe, ahead of retreating from the transatlantic market altogether.

“Oakland Airport serves as a vital economic driver, providing 30,000 local jobs and contributing a staggering $1.6 billion to our economy. Considering a name modification to highlight our location within the vibrant San Francisco Bay Area could offer several benefits,” Oakland Mayor Sheng Thao said. “Notably, it could support the airport’s efforts to secure more direct flights to additional destinations, enhancing convenience for travelers and potentially boosting tourism in Oakland. This adjustment isn’t just about signage—it’s about inviting travelers to discover all that Oakland and the region have to offer.”

OAK handled 11.2 million passengers in 2023, marking a 0.8% increase compared to 2022. Three new airlines announced service during the year: Avianca from San Salvador, El Salvador; Viva Aerobus from Monterrey, Mexico; and Sun Country Airlines from Minneapolis-St. Paul.

The Port Commissioners will review the proposed name change for the airport at a meeting on April 11. If approved, staff will proceed with the formal renaming process to San Francisco Bay Oakland International Airport.