Sport Tourism on Show at Sandals 27th Annual Baxter Canadian Golf Tournament

Jamaica’s sport tourism industry took centre stage at the Sandals 27th Annual Baxter Canadian Golf Tournament, hosted in the scenic setting of the Sandals Golf Upton Estate Country Club in St. Ann, on October 27 and 28.

The event, which featured top-level travel agents, advisors, tour operators and airline partners from Canada, proved to be a celebration of Jamaica’s prowess in sport tourism.

Representatives from esteemed companies such as Air Canada Vacations, WestJet Vacations, Porter Airlines, Canada Jetlines, and travel agencies from Winnipeg, Vancouver, Montreal, Toronto and across Canada visited the destination for the annual event.

The tournament showcased not only the breathtaking beauty of the golf course but also the thriving partnership between Canada and Jamaica in the realm of sport tourism.

In an interview with JIS News, Regional Director for Canada, Jamaica Tourist Board, Angella Bennett, emphasised the significance of the Canadian market, describing it as Jamaica’s second largest source of tourists.

She noted the remarkable recovery of Canadian arrivals, which is to surge by 40 per cent over the 2022 figures.

This recovery has firmly solidified Canada’s position as one of Jamaica’s top markets.

“We’re here promoting sport tourism. Golf is one of the most lucrative sporting activities we have in Jamaica, and we have many golf courses, including the one at Upton Estate, of course, that belong to the Sandals Group,” Ms. Bennett explained.

The Ministry of Tourism, through the Jamaica Tourist Board, plays a pivotal role in promoting sport tourism.

Ms. Bennett revealed that they actively participate in strategic alliances, such as the Sandals Baxter Golf Tournament, to raise awareness about Jamaica’s sport-related events and activities.

From marathons to track and field events, the goal is to highlight the rich tapestry of sporting opportunities that Jamaica offers to visitors.

“We promote this in our marketplace, and we promote packaging sport tourism for Jamaica. We do regular marathons, we do golf, we do track and field, and we do a lot of strategic events with our tour operators to highlight many of the activities that are happening in Jamaica. We have the reggae marathon in Negril this December, and this is promoted heavily through our tour operators that are here,” she added.

This tournament, which has thrived for 27 years, represents a partnership between Sandals and Baxter Media. It was born out of a desire to bring individuals from the travel industry together in Jamaica for a weekend of golf, networking, and camaraderie.

The impact has been substantial, leading to increased airlift to Jamaica, more packages offered by tour operators, and notably, a substantial contribution to Jamaica’s economy.

The Sandals 27th Annual Baxter Canadian Golf Tournament serves as a shining example of how collaboration, sport and tourism can come together to strengthen the bonds between nations, while boosting local economies and showcasing the best a destination has to offer.

Executive Vice President at Baxter Media, Wendy McClung, told JIS News that with Canada’s continued interest in Jamaica’s sporting and leisure activities, the future looks promising for Jamaica’s thriving sport tourism sector.

“These are the people that sell the product (Destination Jamaica). So, it is important to bring them down here and to see what a wonderful job [Jamaica] is doing. They are the ones where when somebody comes in and wants to go somewhere, they can recommend this beautiful country and the wonderful resorts here,” Mrs. McClung said.

For Baxter Media, the annual event serves as a testament to the enduring bond between Canada and Jamaica, carrying on a tradition that began with Ms. McClung’s own family.

“It is more than a sponsorship. It’s a partnership, a relationship that we have (with Jamaica). So, that’s a pretty big deal, and we can see how deep the roots are with our relationship,” she noted.

This year’s event also saw a few junior golfers under the Sandals charity arm, Sandals Foundation, being provided the opportunity to rub shoulders with the participants.

The Foundation also managed to raise several thousand US dollars for the young boys and girls during the tournament.

It was a great learning experience for 15-year-old Jamal Stewart from the Exchange community in St. Ann and a student at Tacky High School in St. Mary.

Although Jamal has been playing golf for only three years, he’s already making waves in the sport that doubles as a calming escape.

He expressed his excitement at the opportunity to participate in this year’s tournament.

“It felt nice. The vibes, people cheering and all that stuff. It was nice to meet new people. They wanted me to hit the ball for them and wanted me on their team. It was a good experience,” he said.