Airlines Confidential · Wednesday, July 1, 2026
Scott McCartney notes that the US media often mispronounces the name of the Italian airline ITA Airways, calling it 'ITA' instead of the correct 'Eta'. Joerg Eberhart, CEO of ITA Airways, confirmed this is a point of disappointment for the airline.
“Frankly, I didn't even know Eta was pronounced Eta, I thought it was IT Airways.”
“Yes, we will. And, and, uh, yes, they very much want, uh, want everyone to know it's Eta Airways.”
“They, uh, they a bit, uh, a bit disappointed that everybody in the US seems to call it ITA.”