Abstract: This paper examines the growth of heritage tourism in the Caribbean paying special attention to changing notions of culture in the wake of neoliberalism and globalization. Using examples drawn from several case studies and focusing on Trinidad and Tobago Carnival, I am interested in showing how culture becomes a marketing force in the wake of increasingly difficult economic times in the Caribbean region. My thesis holds that the decrease of economic options in the region not only creates a market for culture and tourism; it spawns a form of national identity that marks its success against foreign consumption and recognition. This change in the ideology of culture is in part spawned by the "market-ization" of discreet aspects of social life. These are, in turn, influenced by neoliberal ideology. The paper attempts to forge a profitable link between theories of commodification of culture and neoliberalist political economy. Drawing on examples of institutional rhetoric generated by various official and unofficial Carnival bodies in Trinidad, the emergence of UNESCO World Heritage sites and efforts to legally protect intangible heritage in the Caribbean, I engage with what Michel Foucault has termed the “changing discursive fields within which the exercise of power is conceptualized.