The chapter examines the potential of a wartime pilgrimage tourism industry based on the development of a successful management model for the Kokoda Trail. It examines the factors relevant to Kokoda tourism over the past decade and suggests a marketing strategy based on a Military Heritage Master Plan; Anzac Day, Kokoda Day, the development of Owers Corner and a social media campaign.

The paper concludes that PNG can continue to operate as a 3rd World destination with 3rd World management systems and 3rd world campsite facilities – or it can develop a strategy to become a world class pilgrimage tourism destination.

It’s not about money – Kokoda is already sustainable.

It’s not about meetings, forums and workshops – nothing has been achieved from these for more than a decade.

It’s about vision, leadership, decision-making, and commitment.