I'd recommend that you not guess. Get some data to see exactly what's going on. You can use visual gc to see what's happening.
If it's the perm space that's being filled up, there won't be much you can do.
Which JVM? If it's 5 or higher there are additional parameters besides just max heap size you can adjust. Check out http://blog.springsource.com/2008/10/14/optimising-and-tuning-apache-tomcat-part-2/