The Jamaica Tourist Board (JTB) has announced the launch of a new commemorative award program established in memory of Edith Baxter, a long-time Canadian publishing icon who died last year.
Founded in partnership with the Baxter family, the Edith Baxter Memorial Award will recognize an outstanding community leader who uses their influence to elevate Destination Jamaica and contributes toward the positive advancement of Jamaica’s tourism industry and/or Jamaican culture within Canada. The grand prize winner of the 2021 Edith Baxter Memorial Award will receive a five-night luxury vacation for two to Jamaica courtesy of award partners Sandals Resorts and Air Canada Vacations.
As co-founder and editor-in-chief of Baxter Media, Edith Baxter was a powerful voice within the Canadian publishing industry for more than five decades and a passionate advocate for Jamaica.
She served at the helm of Canadian Travel Press and Travel Courier for more than 50 years and was awarded the Order of Distinction by the Government of Jamaica in 2009 in recognition of the important work she had done on behalf of Jamaica’s tourist industry.
“While she may have travelled to many places around the world throughout her impressive career, Edith Baxter held a special place in her heart for the island of Jamaica,” said Edmund Bartlett, Minister of Tourism, Jamaica. “We hope to honour her legacy in the years to come by continuing to celebrate remarkable Canadians who use their voices to shine a spotlight on the destination.”
“Edith Baxter was a true pioneer in the travel industry; she played an integral role in championing Jamaica’s tourism product within the Canadian market and had a truly special connection with the island,” said John Lynch, Chairman, Jamaica Tourist Board. “The Jamaica Tourist Board has established this memorial award in her name in order to recognize exceptional individuals who advocate for Jamaica in their own communities.”
The Edith Baxter Memorial Award will be presented on a biennial basis in 2021, 2023 and 2025. In the spirit of the award’s namesake, applicants must demonstrate a true passion for enhancing Jamaica’s tourism product and a commitment to advocating for the culture within Canada.
“It is a great honour to have this award created in the name of our mother and company matriarch. We thank the people of Jamaica for always making her feel like a true citizen of a country that she called her second home,” said Wendy McClung, Executive Vice President, Baxter Media.
“Her positive voice when speaking of Jamaica was evident in her many conversations, written stories and reporting. She would be proud to see others recognized, in her name, for their contributions.”
The official entry period for the inaugural award launches on April 21, 2021. Individuals working in the fields of tourism and hospitality, music, arts and culture, community activism, education, healthcare, athletics and public service are invited to nominate themselves or friends and colleagues for the competition. Nominations will be open until the entry deadline on June 25, 2021.
The 2021 judging panel includes Angella Bennett, Regional Director, Canada, Jamaica Tourist Board; Wendy McClung, Executive Vice President, Baxter Media; and Sandra Whiting, Speaker, Storyteller and Event Host.
For more information about the Edith Baxter Memorial Award, including complete nomination guidelines and eligibility requirements, visit www.edithbaxteraward.com.
For more information about Destination Jamaica, go to visitjamaica.com.