Call For Nominations for the 2025 Edith Baxter Memorial Award
The Jamaica Tourist Board (JTB), in proud partnership with the Baxter family, is thrilled to announce that nominations are now open for the 2025 Edith Baxter Memorial Award. This prestigious biennial award honours remarkable individuals who exemplify leadership in advancing Jamaica’s tourism industry and celebrating Jamaican culture within Canada.
Edith Baxter was the epitome of partnership and support for the island she fell in love with. Jamaica benefitted from her strong advocacy which is a critical element in the tourism space.
Minister of Tourism, Honourable Edmund Bartlett, said: “I am pleased that by keeping her memory alive we are able to encourage other industry partners to carry on this legacy while bringing more positive exposure for Jamaica.”
Established by the Jamaica Tourist Board in 2021, the Edith Baxter Memorial Award pays tribute to the legacy of Canadian publishing icon Edith Baxter, co-founder, Baxter Media. As a pioneer of travel publishing, Mrs. Baxter forged a deep and lasting connection with Destination Jamaica. This award recognizes those who embody her dedication, passion and ability to bring the vibrant spirit of the island to life in Canadian communities.
Angella Bennett, Regional Director in Canada for the Jamaica Tourist Board, said: “The Edith Baxter Memorial Award stands as a powerful tribute to the enduring bond between Jamaica and its vibrant Canadian community.”
Bennett continued: “We are thrilled to recognize change makers who, like Edith, exemplify the spirit of Jamaican culture and excellence while celebrating the island’s unparallel beauty and rich heritage.”
The grand prize winner of this year’s competition will receive a luxury all-inclusive vacation for two to Jamaica courtesy of award partners Sandals Resorts and Air Canada Vacations.
Call for Nominations: Sept. 22 to Sept. 29, 2025
Nominations for the 2025 Edith Baxter Memorial Award are now open! If you or someone you know is making waves in tourism, hospitality, music, arts and culture, community activism, education, healthcare, athletics, or public service, this recognition award provides the opportunity to shine light on them. Call for nominations closes at 11:59pm ET on Monday, September 29, 2025.
Wendy McClung, Executive Vice President, Baxter Media, said: “As we open nominations for the award, we continue to honour my mother’s incredible legacy and her passion for connecting people through tourism and culture.”
And McClung added: “We are excited to celebrate and recognize the individuals who bring Destination Jamaica’s spirit to life in Canada and inspire others through their impactful contributions.”
Meet the Judges
A distinguished panel of judges — representing Destination Jamaica, the Baxter family, the Jamaican diaspora, and Canada’s travel community — will review and evaluate all nominations. The 2025 panel includes: Angella Bennett – Regional Director at Jamaica Tourist Board, Wendy McClung – Executive Vice President at Baxter Media, Maureen Barnes-Smith – VP of Sales and Marketing at Unique Vacations Canada Inc., and Kurt Davis – Honourable Consul-General of Jamaica in Canada.
A group of preliminary finalists will be revealed on Oct. 4, 2025. The final grand prize winner will be announced during the Edith Baxter Memorial Award gala, which will be hosted by the Jamaica Tourist Board in Toronto on Monday, Oct. 6, 2025.
About Edith Baxter
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. She served at the helm of Canadian Travel Press and Travel Courier for more than 50 years.
Edith Baxter receives the Order of Distinction, Jamaica
Throughout her career, Mrs. Baxter played an important role in supporting and spotlighting Jamaica’s tourism product. She was awarded the Order of Distinction by the Jamaican government in 2009 in recognition of her contributions to the country.
The nomination application is available at https://edithbaxteraward.com/
