Jamaica Tourist Board presents Edith Baxter Memorial Award in Toronto

By Neil Armstrong

On an unusually warm and sunny day in October, many in the travel industry and Caribbean Canadian community gathered on Tuesday at the historic Palais Royale, on the shores of Lake Ontario, for the Edith Baxter Awards Luncheon presented by the Jamaica Tourist Board and the Baxter family.

Among those at the signature event were Jamaica’s Minister of Tourism Edmund Bartlett, Director of Tourism Donovan White, JTB Public Relations and Communications Manager Fiona Fennell, JTB Regional Director-Canada Angella Bennett, Jamaica’s High Commissioner Marsha Coore Lobban, Consul General at Toronto Kurt Davis, Executive Vice President, Baxter Media Wendy McClung, Vice President of Sales and Marketing, Canada Unique Vacations (Canada) Inc. Maureen Barnes-Smith, and the six finalists of the Edith Baxter Memorial Award.

Presented biennially, the Edith Baxter Memorial Award recognizes individuals who have made a substantial contribution towards the advancement of Jamaica’s tourism industry and/or Jamaican culture 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 are considered for the award.

The six finalists were Natasha Borota, President of The IT Factor and Helping Hands Jamaica Foundation; Sophia Findlay, Journalist and Media Specialist; Dr. Sylvanus Thompson, CEO, Dr. T. International Food Safety Consulting Services; Chesand Gregory, CEO, Conscious Me Global (CMG); David Betty, President, Jamaican Canadian Association; and Fiona Bowen, Membership Manager, Association of Canadian Travel Agencies (ACTA).

“Natasha is a powerhouse champion for Destination Jamaica in Canada, leading fundraising efforts and connecting people to Jamaica’s vibrant culture,” says the citation in part.

For Findlay, it noted that she has dedicated her career to amplifying the voices and achievements of the Jamaican diaspora in Canada.

“Dr. Sylvanus Thompson is a true cultural ambassador, elevating Jamaica’s tourism profile and heritage in Canada and beyond.”

Gregory was described as a dynamic cultural leader, a celebrated author, and CEO, helping to bridge Jamaica and Canada through storytelling, advocacy and impact.

“David is a passionate advocate for Jamaican culture and tourism, using his leadership as President of JCA Ontario to elevate Jamaica’s heritage across Canada.”

Bowen was described as a visionary leader and relentless advocate for Jamaican youth, transforming lives through her passion for education.

Each finalist received an award in honour of their nomination, but the grand prize winner was presented a luxury all-inclusive vacation for two to Jamaica, courtesy of award partners Sandals Resorts and Air Canada Vacations.

Borota, who founded the The It Factor Ltd., a boutique agency specializing in events, marketing, and sports/celebrity management, in 2003, copped the grand prize.

White said as the JTB honoured individuals who embody leadership, community service and unwavering love for Jamaica, it was also celebrating the spirit of collaboration and the transformative power of partnerships.

He said the award shines a light on changemakers who bring the vibrant energy of Jamaica to life within their communities, ensuring that “our culture, our people and our values are both cherished and celebrated.”

“This for us is what we do, this is what Jamaica does, we honour people. We love people and we, ourselves, believe that we are the best people. And so, we like to celebrate best people as we find them elsewhere,” said Minister Bartlett, noting that Baxter was among the best people.

He said Baxter was not just a name in the publishing world but a force of nature.

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