Abstract: Libya is an emerging tourism destination in the Middle East and North Africa (MENA) region. Early efforts to encourage tourism in the 1990s were re-energized after the lifting of UN sanctions in 2003 following dramatic changes in Libya’s foreign policy. Despite a healthy economy, high rates of unemployment (30%) combine with a dominant source of income - oil - which contributes 95% of GDP. Thus Libya is considering tourism for economic diversification.