ABSTRACT
This chapter aims to contribute to the existing debates regarding whiteness as a neutral category, which forcefully positions the white female body as the beauty ideal for all women to aspire to. This practice is undertaken in the context of new technologies and online which provide marketing agents with access to wider global markets. In the context of contemporary global media, the sophisticated and high quality tourist images of the Caribbean provide us with representations of gendered and radicalized consumer utopias without reference to their historical or political origins. The chapter also aims to make explicit the connections between the portrayals of whiteness in contemporary tourism visual culture in Sandals brochures, and the history of colonialism in the Caribbean region. It also discusses the significance and relevance of the visual in relation to the cogent disciplines of tourism studies and cultural studies, and has aimed to contribute to postcolonial debates regarding representation and the end of the essential black subject.
