The Caribbean should use its cultural heritage to help market destinations and boost tourism, according to Ainsley Henriques, the CEO of the Jamaica Export Trading Company. Henriques, speaking at the Caribbean Media Exchange on sustainable tourism, urged destinations to take Europe’s example and not base its promotional activity on hotel rooms, beaches and attractions. “What I am saying is that the product that we now offer is not the way to growth, to wealth, to self-realisation and self-worth for a people; it is not sustainable tourism,” he said. “We have religion, heritage, environment, music [and] culture, which includes art, literature, dance, culinary arts, shopping, sports and water sports. There is so much that we can share with our visitors that we ignore at our peril.” He called for the tourism industry to focus on revenue rather than ‘counting bodies that arrive’ to see the full effects.