In a major shift, the board is moving its focus from promoting the country as a tourist destination to trying to manage the huge numbers coming in by plane, train and automobile. A country of 17 million people can have too much of a good thing, it is suggested.

A document laying out the strategy suggests this might require actively dissuading people from visiting certain areas through means such as closing down disreputable attractions to imposing a tourist tax. The standard of life of some of the country’s residents is said to be coming under pressure.