Applied Tourism Planning Approach in Libya

Tourism planning has to be viewed in the perspective of sustained effort extending over a long period. Libya's development programmes are based on five-year development plans. Due to the lack of experience in tourism in Libya, international technical assistance has been sought from the WTO acting as executing agent of the United Nations' development programme in preparation of a national tourism development plans and strategy frameworks. The tourism plan aims to provide the country with a realistic and implemental base for the development of the sector through the establishment and promulgation of a policy framework, short and long-term objectives, supporting strategic guidelines and a five-year action programme for the period 1999 to 2003 (WTO, 1998). However, the overall objectives of the long-term national tourism development or master plan (1998-2018), are to establish a framework for the future development of the tourism sector in the country, that realistically reflects the potential of the tourism product throughout the country, the requirements of the current and the future domestic and international tourism markets, and the ability of the country to absorb tourism development. In addition, the planning team suggested that the tourism sector should not be considered in isolation from other economic sectors, though the sector should be integrated with the economic and social fabric of the country. Therefore, the policies, which were adopted by the WTO in the master plan for the development of tourism sector in Libya were too broad and required to be put in plans in order to help the implementation of such policies 6.3.1 Existing and Planned Accommodation

Tourists’ accommodation in Libya is very varied in terms of type, quality and size, and includes large international business hotels, old designed hotel down town, beach resort and holiday chalets, youth hotels and small campsites in the desert areas in the southern region. A total of nearly 9,000 rooms or their equivalent existed in 1998 in 123 separate establishments (WTO, 1998). In many locations in Libya, there are similar or competing tourism products. At present, tourism market demand may not be strong enough to support the development of all potential tourism in each part of the country Therefore, the allocation of tourism potential

throughout Libya's regions has become essential without distorting the natural distribution of resources Regarding this issue, the WTO (1998) introduced a proposal to refurbish of existing hotels and to establish new hotel accommodation in different areas, as shown in table (6.1)

Table (6.1): New hotel accommodation required in Libya (2003-2018) Bedrooms

Region 2003 2008 2013 2018

Western 2770 2470 3180 5160

Southern 500 560 680 1160

Central 250 260 310 620

Eastern 1100 1160 1510 2660

Total 4620 4450 5680 9600

Source: (WTO, 1998)

6.3.2 Distribution Channels

According to Baloglu and Manaloglu (1999), the increase in the competitive nature of the tourism industries requires tourism destinations to develop an effective marketing plan and strategy. Although destination images and decisions of travellers are influenced by several factors, tour operators and/or travel agents have been suggested as significant information source and distribution channels influencing the images and decisions of travellers Tourism operators and travel agencies, as intermediaries between suppliers, and customers, have played an important role in the marketing and distribution of the tourism products. The main function of these organisations is to serve the customer in tourism generating countries by packaging and selling holidays. In addition, they help destinations in promoting and marketing their attractions (Batman and Soybali, 1999). However, the Libyan travel trade has begun to play an increasing role in supporting the tourism industry, where, there is no clear distraction between tour operators and travel agents Article 17 of Law No 44 (1968), defined travel and tourism offices as

Those that make transport and accommodation reservations and sell tickets; arrange tours, insurance and visas for travellers; sell foreign exchange and tickets for tourists . In 2004, the new Libyan law of tourism amended this with the additional activities of owning tourism transportation, the provision of tourist guides, organisations of tourism fairs and festivals and the provision of service for conferences and seminars locally or internationally.

6.3.3 Main Generating Tourism Markets to Libya

A combination of factors has made Libya attractive to large number of visitors from neighbouring and other nearby countries in particular Tunisia, Egypt, Morocco, and Algeria.

These factors include the relative wealth of the country and the small size of the Libyan population (around 6 million), which has led to opportunities for skilled and unskilled employment. This is might be a major reason for difficulties in distinguishing between visitors, who enter the country for the purposes of tourism or work

Regional Markets

Outbound tourism from North Africa and the Middle East sub-regions (As defined by WTO), grew significantly above the global average between 1985 and 1990 However, between 1990 and 1999 it went down below the global average due to the civil unrest in Algeria and the Sudan (WTO, 2005).

Non-Regional Markets

According to (WTO) residents of the industrialised countries of Western Europe and North America, generate the largest volumes of tourists’ flows. For Libya, there is still potential growth from these markets, as these markets are interested in new destinations, varied touristic products and value-added. The five largest outbound European travel markets are Germany, United Kingdom, France, Netherlands, and Italy respectively. In addition, US residents undertook more then 50 million trips to international destinations in 2005, and the Canadian market for overseas trips doubled during the same period

The Asian markets that represent the most potential for Libya as employment or trade-related purposes, are the countries of the Indian sub-continent (India, Pakistan and Bangladesh), the Philippines, South Korea and Japan In addition, China's outbound starts to be realised as, it became the fastest growing country for outbound travellers Currently, most of the anticipated tourism to Libya is in the form of tourist circuits incorporating visits to major cities such as Tripoli and Benghazi, typically combined with other points, which are associated with various special interests or activities, such as, archaeological, trekking and mountain trails, desert circuits and World War II remembrance circuits (WTO, 2002)

6.3.4 Tourism Competitors to Libya

There are several countries in North Africa, the East Mediterranean and the Middle East, which represent the principal competitors to Libya for the various special interest market segments. Egypt and other countries in the Middle East, such as Jordan, Syria, Iraq, Lebanon and Iran represent the principle competition to Libya for culture-orientated study tours Where, Tunisia and Morocco as North African countries comprise competition to Libya for the culture-focused study special interest tours, though they also cater extensively for beach resort tourism.

Moreover, other East Mediterranean countries attracting cultural tourists to greater or lesser extents are Greece, Turkey, Cyprus, and Malta (WTO, 1998).