The Jamaica Tourist Board (JTB) has launched of a new commemorative award programme established in memory of Edith Baxter, the long-time Canadian publishing icon who passed away in late 2020.

Founded in partnership with the Baxter family, the Edith Baxter Memorial Award will recognise an outstanding community leader who uses his or her 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 an all-inclusive trip 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 Jamaican government 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 Jamaica’s Minister of Tourism Edmund Bartlett.

“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.”

John Lynch, chairman of the JTB, said Baxter was a pioneer in the travel industry who played an integral role in championing Jamaica’s tourism product within the Canadian market and “had a truly special connection with the island”.

Said Lynch: “The Jamaica Tourist Board has established this memorial award in her name in order to recognise 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 Baxter, 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 recognised, in her name, for their contributions.”

NOMINATIONS OPEN FOR SIX-WEEK PERIOD UNTIL JUNE 25 DEADLINE

The official entry period for the inaugural award was launched on April 21. 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 for a six-week period until the entry deadline on June 25, 2021.

Entries for the Edith Baxter Memorial Award will be reviewed and evaluated by a panel of experienced industry judges representing the JTB, the Baxter family and the Jamaican Diaspora community. The 2021 judging panel includes Angella Bennett, the JTB’s regional director for Canada; Wendy McClung, executive vice president, Baxter Media; and Sandra Whiting, speaker, storyteller and event host.

PRELIMINARY FINALISTS TO BE ANNOUNCED IN AUGUST

Five preliminary finalists will be announced in August and each individual will receive a prize certificate in recognition of their nomination. In September, the JTB will host an official presentation ceremony to honour each of the finalists and reveal the final grand-prize winner.

More information about the 2021 Edith Baxter Memorial Award ceremony, including the presentation format and event date, will be released in the coming months.

For more information about the Edith Baxter Memorial Award, including complete nomination guidelines and eligibility requirements, please visit www.edithbaxteraward.com