A name change is in order
The airport in Avoca and Pittston Twp. is not, as its name suggests, the gateway to Wilkes-Barre and Scranton. It is the gateway to Northeast Pennsylvania.
Yet politicians from Luzerne and Lackawanna County who run the airport don't see the wisdom in changing the airport's name to reflect what should be its much broader regional function and appeal, so Wilkes-Barre/Scranton International Airport it remains.
The difference is more than a name - that's why companies spend billions of dollars every year researching what to call their products. It is branding and marketing.
A name change alone would not make the airport a bigger player in air transportation. But it might help to capture a bigger part of the natural home market of Northeast Pennsylvania which, more than ever, is not limited to Wilkes-Barre and Scranton. A large part of that market is lost now to Lehigh Valley International Airport; you know, the former Allentown-Behtlehem-Easton International Airport.
Changing the name to reflect the airport's broadly regional mission would be a logical first step for a badly needed regional transportation authority. The governments of Luzerne and Lackawanna counties should start the process.