Celebrating the Change Makers at the 2025 Edith Baxter Memorial Award Event

Some 75 dignitaries, travel industry VIPs and members of the Jamaican diaspora gathered on the outside deck of The Palais Royale in Toronto for the 2025 Edith Baxter Memorial Awards luncheon on a bright, sunny day that was more like summer than early fall.

Observing that “only Jamaica would be bold enough to host an outdoor event in Toronto in October,” the Jamaica Tourist Board’s Regional Director Canada, Angella Bennett told the audience that the Edith Baxter Memorial Award, launched in 2021 by the JTB, is an award that celebrates change-makers who, like Edith Baxter, bring the vibrant spirit of Jamaica to life in their communities.

In fact, the criteria for the award explains that it “recognizes individuals who have made a substantial contribution towards the positive advancement of Jamaica’s tourism industry and/or Jamaican culture within Canada.”

Edith Baxter certainly did that over the course of her career and all of the nominees for this year’s award have followed in her footsteps.

As Jamaica’s Minister of Tourism, Edmund Bartlett remarked in his keynote address to the gathering: “That’s why the Edith Baxter Memorial Award means so much, [because] it ensures that her legacy lives on, inspiring others to follow in her footsteps.”

Nominees for the 2025 Edith Baxter Memorial Award all received a prize certificate for being nominated, with the 2025 award recipient receiving a Grand Prize of a luxury all-inclusive vacation for two to Jamaica, courtesy of award partners Sandals Resorts and Air Canada Vacations.

Judges include the JTB’s Angella Bennett; Unique Vacations Canada’s Maureen Barnes-Smith; Consul-General, Consulate-General of Jamaica, Toronto, Kurt Davis; and Baxter Media’s Wendy McClung.

The nominees for the 2025 Edith Baxter Memorial Award were:

• Natasha Borota, President, The IT Factor/Helping Hands Jamaica Foundation
• Chesand Gregory, CEO, Conscious Me Global (CMG)
• David Betty, President, Jamaica Canadian Association
• Fiona Bowen, Membership Manager, ACTA
• Sophia Findlay, Journalist/Media Specialist, Jamaica Gleaner & Sofi Style
• Dr. Sylvanus Thompson, CEO, DR. T International Food Safety Consulting Services

In his address, Minister Bartlett told the gathering that: “Edith was a trailblazer in every sense of the word. She forged a path as co-founder of Baxter Media and served as editor-in-chief of Canada’s leading travel trade publication, Canadian Travel Press. Through her work, she became a passionate and prominent advocate for Jamaica in the Canadian market.”

Jamaica’s Minister of Tourism continued: “She wasn’t just an advocate for Jamaica; she was a partner — someone who truly understood the importance of celebrating this island and everything it has to offer. Her passion created a ripple effect, encouraging more Canadians to experience Jamaica’s beauty, its culture, and its people.”

“She was an influencer, ahead of her time. She captivated audiences, coast to coast and shore to shore, through storytelling. She left people with a desire of wanting to know more about Jamaica,” Minister Bartlett said.

That legacy continues with the Edith Baxter Memorial Award, with Minister Bartlett telling his audience that reason they were there was to honour and celebrate the 2025 nominees.

And addressing the nominees, he said: “You each were selected by someone in your community – whether through profession, family or friends. They identified you as someone who gives back to their community and recognizes you for the role you play in shaping the Jamaican community here in Canada as well as at home in Jamaica.”

Baxter Media’s Wendy McClung certainly agreed with Minister Bartlett, observing: “Today, as we hear the stories of so many of you – your achievements, your vision, your dedication – we are reminded that by continuing to do good work, her positive influence and her decades-long commitment to spotlighting Destination Jamaica will live on.”

McClung continued: “My mother showed her passion through words – not only the printed word, but by engaging people in conversation. She was the ultimate listener. She revelled in spreading good news about the hardworking people of Jamaica, proud to tell their stories to her loyal readership. Jamaica was her good news story.”

And that good news story will continue to be written by this year’s recipient of the 2025 Edith Baxter Memorial Award – Natasha Borota, President of The IT Factor/Helping Hands Jamaica Foundation.

Borota was nominated by Patricia Eadie and Stephanie Weekes and in submitting her nomination, Eadie and Weekes wrote: “Natasha is a powerhouse champion for Destination Jamaica in Canada, leading fundraising efforts and connecting people to Jamaica’s vibrant culture. Her dynamic vision and passion spotlights Jamaica as a destination of incredible heart, heritage, and unforgettable experiences.”

Congratulations, Natasha!

Top 2 photos; photos of trophies; and featured photo for story – courtesy George Pimentel 

Photo Gallery – credit Bob Mowat