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This paper is intended to assess the developments conducted on the master plan of Old Najaf, mainly in three areas: the Imam Ali Holy Shrine and its surroundings, the Great Market Area and the location of the Town of Visitors.

In order to analyse the implementation of the transformation phases in Old Najaf, the Strengths, Weaknesses, Opportunities, and Threats (SWOT) technique was used to identify and organise the strengths, weaknesses, opportunities and threats related to the examined case study of the city's historic centre. At the first stage, all available data (photographs, maps, documents and reports) were collected from different sources, including previous studies by governmental institutions, departments and agencies. Ultimately, the SWOT analysis was used for each identified phase in the morphological evolution of the historic centre. This can offer an opportunity to observe the implications of urban planning practices in Old Najaf from the mid-20th century to the present day. In order to identify the well-organised urban design practices and appropriate strategies, the implemented studies and projects were examined by the four factors of the SWOT analysis.

The current results have revealed important urban transformations, already made and/or ongoing, of those aforementioned three main areas, which imply a great loss of the city's traditional character and urban heritage. Further, the environmental and socio-economic issues should be involved in the analysis to evaluate how they have influenced the current outcomes of Old Najaf in relation to the urban configuration and orientation.

The rich cultural and architectural heritage of Al-Najaf historic centre is dramatically neglected and seriously threatened to be lost. Hence, conservation on both tangible and intangible levels is urgently needed. It is the first paper which focussed on this problem and tries to learn from the British Conservation Experiences in this field.