Libya's stand at the World Travel Market in London

By Karen Dabrowska
(The Tripoli Post UK Correspondent)

The writ of the new Libyan government may not yet extend over the whole country, it is still not possible to get a tourist visa, and the east and the desert, a haven for smugglers, are strictly out of bounds to visitors.

But despite formidable challenges Libya's travel companies, under the direction of the Export Promotion Centre, assembled an impressive stand at the World Travel Market in London and showcased the county’s amazing tourist attractions. The stand took the form of a Libyan building with many enticing posters: the Corinthia Bab Africa Hotel described itself as an oasis of luxury.

The 12 exhibitors on the Libyan stand ranged from tourism businesses, destination services to hotels, cultural tours and desert safari specialists. There was universal agreement among the Libyan exhibitors that the future for Libyan tourism is bright and the industry will grow from strength to strength.

With about 2,000 kilometres of palm-fringed coastline, hot weather and a host of ancient ruins to be discovered, Libya could have the potential to attract scores of tourists. It is home to many historic and archaeological sites including five UNESCO world heritage sites at the Roman Empire outpost Leptis Magna and the Greek Hellenic city of Cyrene.

Tripoli is known for its walled medina and relaxing old-world ambience. It is home to a number of grand mosques, statues and fountains.

Another major attraction is the Acacus Mountains, close to the Algerian border, known for their dunes, deep ravines and cave paintings. The oasis towns of Ghadames and Ubari were popular with tourists before the revolution.

One of the exhibitors at the World Travel Market, Nureddin Fitouri the general director of Alalam Tours told The Tripoli Post that the true Libya will be seen in future. “In the past everything was on hold. I have been in tourism for the past 14 years and I was frightened about the future - it was unknown but now I am very happy.

“We are still building a government and will succeed in building the tourist industry. Libya is a big country with mountains, deserts, culture. We know that in the past tourists were very happy to visit Libya. They found something they could not find anywhere else.”

Fitouri’s optimism is shared by Wesam Alghagigi of Asfar Al Huroj Tours. “I am really positive about the future of the tourist industry. We have the product but we don’t know how to sell it.

“We have a lot of great historical sites, the deserts and 2,000 kms of beaches and unspoilt coastline on the Mediterranean. We just need to improve the basics, like the hotels. There will be major changes in the next five years. We will do more in five years than Gaddafi did in 40 years.”

At present most international traffic into Libya is related to the ongoing reconstruction efforts. Demand from the business travel community means that flights are available. British Airways and Afriqiyah Airways both fly direct from London to Tripoli. Lufthansa, Qatar, Emirates, Air Malta and Alitalia are among the other airlines operating regular services.

Access to the country is improving following the end of the NATO airstrikes and there are plans for many new resorts to be opened along the country’s coastline. Libya remains a Muslim country and therefore would like to promote itself in the historic and archaeological tourism market, rather than as a destination for drinking culture.

“We are optimistic because reports suggest most of the monuments and ancient sites have been left undamaged by the NATO bombing,” Simoon’s managing director Amelia Stewart said.

Her company specialises in trips to Libya. “It is such a fascinating and diverse country and we would like to offer trips once it is safe enough to do so.”

Several operators, including Exodus, Intrepid, Abercrombie and Kent and Responsible Travel have previously offered trips to Libya, usually including a sightseeing tour of Tripoli and a visit to Leptis Magna. Intrepid may resume trips when the Foreign Office relaxes its advice and Geoff Hann of Hinterland Travel, which offers trips to Afghanistan and Iraq, is considering including Libya in his itineraries.

The Foreign Office advises against all but essential travel to the settlements of Zuwara, Az Zawiyah, Tripoli, Al Khums, Zlitan and Misurata and the coastal towns from Ras Lanuf to the Egyptian border, with the exception of Benghazi.

It advises against all travel to all other areas of Libya including Benghazi. The warnings mean travellers will find it difficult to get insurance if they decide on a Libyan adventure.

Reed Travel Exhibitions Chairman World Travel Market Fiona Jeffery said: “Libya has great tourism potential and I am delighted to welcome it to WTM 2012 so the country’s tourism industry can meet with airlines, hoteliers, tour operators and travel agents to help fulfil its potential.

“The country’s long coastline, history and heritage gives it a great opportunity to have a thriving tourism industry. Many destinations such as Vietnam and Croatia have repositioned from conflict zones to tourism hotspots, and there is no reason why Libya cannot do the same.”

The World Travel Market Industry Report 2012 asked 1,310 global exhibitors and buyers from the WTM Meridian Club whether Libya could become a viable tourism destination.

More than a third of the industry (34%) feel the country, which is exhibiting at WTM for the first time since the fall of Gaddafi’s regime, has tourism potential now, including 12% that described its tourism potential as ‘significant’. The main reasons cited were the country’s 1800km coastline, its Roman Empire heritage and closeness to Europe.

More than half (56%) feel Libya has tourism potential in the future once the country is perceived as completely political stable and improves its tourism infrastructure.

The World Travel Market 2012 was held at ExCel in London. It was attended by 48,000 people including 1,300 chiefs of tourism and many government ministers from around the globe. It is a prime opportunity for countries to market themselves as a tourist destination. It is the 33rd event of its kind.

Libyan participants at the World Travel Market were: Al Ragoba Tours, Annawasi Tours, Arkino Tours, Asfar Al Huroj Tours, Corinthia Hotel, Dogha Palace Tourism Services, Germa Travel and Tourism, Mozdalefa for Travel, Noor Al Ghad Tours, Safari Tourism Services, Saty El Hamam and Alalam Tours