BY SIMONE J. SMITH
As soon as you land, locals excited to provide you the best Caribbean vacation will immediately greet you. Jamaica is known to have a very distinct personality, which is why the island is known globally. There is nowhere in the world that you won’t find international musical acts being influenced by Jamaican Dancehall and Reggae. Aside from music, Jamaica is known for their amazing beaches, infamous waterfalls, and entertaining nightlife.
These are only some of the reasons why Edith Baxter fell in love with Jamaica. Throughout her career, Edith played an important role in supporting and spotlighting Jamaica within the Canadian market. As co-founder of Baxter Media, and editor-in-chief of Canada’s most influential travel trade publication, Canadian Travel Press, she became a powerful, and passionate advocate for the island of Jamaica. So much so that in 2009, she was awarded the Order of Distinction by the Government of Jamaica in recognition of her contributions to the tourism industry.
This year, the Jamaica Tourist Board and the Baxter family launched the Edith Baxter Memorial Award, recognizing outstanding community leaders who use their influence to elevate Jamaica within Canada. Individuals working in the fields of tourism and hospitality, music, arts and culture, community activism, education, healthcare, athletics, communications and technology, and public service will all be considered for the award.
Some information to know; the Edith Baxter Memorial Award is open to individuals only (no group nominations). Nominees must be Canadian citizens or permanent residents, aged 18 or older. You can apply for the award yourselves or nominate someone else for consideration. If the Jamaica Tourist Board directly employs you, you will not be eligible for the Edith Baxter Memorial Award.
Nominations for the 2021 Edith Baxter Memorial Award must be completed and submitted using the entry form by 11:59 p.m. EST on June 25th, 2021. Entries will be received and reviewed by the Edith Baxter Memorial Award judging panel.
This year the judges are: Angella Bennet (Regional Director, Canada, JTB), Wendy McClung (Executive VP, Baxter Media), and Sandra Whiting (Storyteller and Event Host).
Angella Bennett leads the Jamaica Tourist Boards national sales team, and she works closely with industry partners and travel agents across the country. Originally from Montego Bay, Angella has worked in hospitality sales and marketing positions across the globe in several international markets. I had a chance to speak with Angella, and I will share some of our dialogue a little later in the article.
Wendy McClung leads Baxter Media, Canada’s foremost travel industry media source. They are most famous for their print and digital publications: Canadian Travel Press, Travel Courier and Offshore Travel Magazine. It was her mother who introduced her to the island of Jamaica, a place that she has returned to for business and leisure countless times in her life. With her dedicated team, she has spent decades building Baxter Media into the most trusted source of travel news.
Sandra Whiting is a prominent storyteller and event host, who has been featured on radio and television, spoken at hundreds of schools, and shared her tales at libraries, community events and prisons. As part of her on-going volunteer work, Sandra has chaired the Jamaican Canadian Awards, and was the past President of PACE Canada. Her numerous awards and accolades include the Harry Jerome Award for Community Leadership, the JCA Community Award, Pace Canada Pacesetter Award, and the OBHS Rose Fortune Award.
All formidable, these women each share the same passion for Jamaica that Edith did, and during my dialogue with Angella, I learned more about her.
“Edith had a phenomenal love of Jamaica,” Angella began. “She knew what it was like to have a love for the country. She had close relationships with people in high positions, and they took Edith around the country, ate mango, and took her to Trench Town.” Angella laughs, “From what I hear, she knew Jamaica inside out.”
“She brought Jamaica to the world,” Angella continued. “When they launched the Agents Choice Award, for some reason, Jamaica did not win. Edith was determined to find out what it would take for Jamaica to start winning this award. We pulled our resources together and started to introduce the gems of Jamaica to tourists: Appleton Rum, Blue Mountain Coffee, and all the other sights and sounds of Jamaica.
Just like that we won, and from that day on they have not lost the award. Edith was and will remain Jamaica’s greatest cheerleader. There was just this love affair between Edith and Jamaica; she is definitely a person who used her platform to elevate the island. It is such an honour to be able to share her story with future generations.”
A shortlist of five award nominees will be announced in August 2021. Each of the finalists will receive a prize certificate in honour of their nomination and will be recognized during the inaugural Edith Baxter Memorial Award presentation ceremony in September 2021. The best part about this; the winner will be presented with a grand prize all-inclusive trip for two to Jamaica to be redeemed within one year of the award date.
I’m not done. I have to leave you with the juicy details. The winner and a guest will enjoy a five-night Luxury Included Vacation in Jamaica courtesy of Sandals Resorts with round-trip airfare to the destination provided by Air Canada Vacations.
For more information about the Edith Baxter Memorial Award, please contact awards@visitjamaica.com.