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,"