From explorers to mountaineers, from environmental specialists to trekkers, from culture-hungry adventurers to seven-star jetsetters--Bhutan's tourism continues to evolve. Today, tourism planners want to ensure that the kingdom's $18.5 million industry benefits not only the tour operators, but also the people.

In 2007, just over 20,000 tourists visited Bhutan--a record. But Bhutan looks beyond numbers. Tourism is more than a source of hard currency. It is part of Bhutan's journey toward development, change, and the enlightened goal of Gross National Happiness. "We see tourism as a means by which we can strengthen our values and our identity," said Lhatu Wangchuk, director general of tourism. "We've become more aware of the value of our own culture and our uniqueness because of the positive feedback from tourists."

Based on evaluations from tourists and the experience of the past four decades, the tourism department plans to involve the people, especially those from remote communities.