Sustainable aviation fuels, particularly hydrogen-based eSAF, are poised to revolutionize the aviation industry's journey towards decarbonization. The article highlights a joint commitment by key market players to render global air traffic CO2-neutral by 2050, in line with EU directives for increasing the use of Sustainable Aviation Fuels (SAF). While SAF production from biogenic sources like food waste is emphasized, the focus is shifting towards eSAF synthesized from green electricity and hydrogen. The potential of eSAF is significant, with projections indicating a market worth of €250bn by 2050 and the creation of numerous jobs. However, the article raises concerns about the uncertainties surrounding necessary investments, estimated at €2bn per large-scale eSAF project. Financial challenges, technological risks, and the higher cost of eSAF compared to traditional fuels pose hurdles in attracting institutional investors. Time sensitivity is paramount, with a requirement for industrial-scale eSAF production by 2030 to meet 2050 demands. The lack of clarity on funding sources and the need for Final Investment Decisions by 2025 add pressure to the industry. Mitigating risks related to energy availability, profitability forecasts, cost differentials, and technological uncertainties is crucial to unlock investment potential. Amid these challenges, private equity funds are stepping in as enablers for eSAF projects, showcasing confidence in the sector's viability despite the complexities. Strategies to build trust among investors and navigate the intricate landscape of sustainable aviation fuel investments are vital for realizing the industry's ambitious decarbonization goals.