Edith Baxter Memorial Award finalists honoured in Toronto
Published:Saturday | October 18, 2025 | 12:09 AMNeil Armstrong/Gleaner Writer
Jamaica’s Minister of Tourism, Edmund Bartlett, has commended the finalists of the 2025 Edith Baxter Memorial Award initiated by the Jamaica Tourist Board (JTB) and the Baxter family in Toronto, Canada.
Established in 2021 to honour the legacy of the late Edith Baxter, a leading figure in the Canadian media who championed Jamaica’s tourism industry, the award presentation was recently held on the deck of the historic Palais Royale on the city’s waterfront.
“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,” said Minister Bartlett.
He said Edith Baxter was not just a name in the publishing world, but a force of nature.
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).
Borota, who founded The It Factor, a boutique agency specialising in events, marketing, and sports/celebrity management, in 2003, copped the grand prize.
Speaking about Helping Hands Jamaica Foundation, she noted that, from January 5 to 11, 2026, the organisation will have its 20th Anniversary Voluntourism Trip to Treasure Beach, St Elizabeth, Jamaica, to build a school.
Presented biennially, the Edith Baxter Memorial Award recognises individuals who have made a substantial contribution towards the positive 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.
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.
Minister Bartlett said tourism connects people, places and things. He noted that 4.3 million people visited Jamaica last year and earned for Jamaica $4.3 billion US. In the next five years to 2030, the target is to bring 8 million visitors, earning US $10 billion for the people of Jamaica.
“The Edith Baxter Memorial Award is a tribute to the profound legacy of the late Edith Baxter, a trailblazer in the media industry whose love for Jamaica and dedication to the travel and tourism industry has left an extension and a legacy far beyond her work,” said JTB Regional Director - Canada, Angella Bennett.
She said the award recognises extraordinary individuals who, like Baxter, have used their deep passion, talents and influence to elevate Destination Jamaica within their communities.
Director of Tourism Donovan 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”.
Wendy McClung, Baxter’s daughter, said her mother referred to Jamaica as her second home.
“This is an honour that does not just recognise the importance and impact of her work in promoting tourism to Jamaica but for those of the many applicants and finalists who are meeting here today,” said McClung.
She said her mother showed her passion through words, not only the printed word but by engaging people in conversation. It was about the people.
“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,” said McClung.