Cultural tourism is a fairly recent outgrowth from the Public Archaeology paradigm. While sharing many of the philosophical goals of public archaeology, it differs by having economic profit as a motivating force. This can cause conflicts between the stewards and the users of cultural resources, but can also create alliances to improve site protection and public appreciation. This paper discusses the philosophical differences raised by Cultural Tourism and evaluates the claims made for and against it by site managers, entrepreneurs, economic planners, research archaeologists, and other interested publics. This examination will be based upon the experiences of the Coconino National Forest in wrestling with these issues for over 25 years.