Travel Women We Love: VoX International’s Jocelyn Black
by Marsha Mowers
When Jocelyn Black talks about travel, she talks about connection, not just between travellers and destinations, but between people.
Just weeks into her new role at VoX International, Black is stepping into one of Canada’s most established communication agencies, under the leadership of respected industry veterans, Sue Webb and Erin Oddleifson. Black herself is well-known in the industry, previously representing Tourism Ireland and Aurora Expeditions.
“The entire team is incredible and has been so welcoming,” she says excitedly of the VoX leadership. “I’m really looking forward to working with them.”
In today’s travel landscape, public relations go beyond consumer media coverage – it’s about building awareness, credibility, and storytelling, while working in close collaboration with Trade teams to ensure advisors have the knowledge, tools, and confidence to recommend a destination.
Black leads Public Relations for Costa Rica, working closely with VoX’s Trade team to deliver an integrated approach that blends media storytelling with advisor education and destination training. She works in tandem with Jazmin Jimenez and Gustavo Inciarte who manage the trade portion of the account.
Representation firms like VoX International sit at the intersection of suppliers and the Canadian advisor community. On one side are tourism boards, hotels, cruise lines, and attractions looking to grow their presence in Canada. On the other are travel advisors seeking up-to-date information, compelling narratives, and practical selling points for clients.
PR becomes that connection; at its best, it builds trust long before a booking is made.
To do that effectively, it helps she’s not drawn to surface-level experiences. Black prefers immersion: learning the language, meeting locals, understanding culture – an instinct that directly shapes how she approaches destination storytelling.
“It’s about really getting into it,” Black says, echoing the same philosophy she applies to her own travel style. “If journalists are going to speak to a destination well, they need more than a fact sheet. They need context. They need narrative. They need access.”
She’s also a passionate conservationist and wellness advocate – both of which feature prominently in her new role representing Costa Rica.
“One of my passions has always been environmental sustainability, which is another reason Costa Rica is so exciting for me,” she says. “Not only do I love the community, the culture, the food, the surfing, the yoga, and the wildlife — everything about it — but nearly 97% of the country runs on renewable energy. The Nicoya Peninsula is also one of the world’s officially recognized Blue Zones. Costa Rica is truly a global leader in sustainability and in showing how things can be done differently.”
Black’s appreciation for solo travel has also shaped her travelling perspective. “I travel solo on purpose – I’m not waiting for anyone else’s schedule or agenda. I want to be able to change plans and pivot when an adventure presents itself,” she says with a laugh. “I think I’m my best self when I’m travelling by myself. You show up fully, you connect more easily, and travel really reminds you how generous people can be – most people are genuinely welcoming and want to help.”
At the end of our conversation, Black jokes about sending action photos – rock climbing, surfing, ziplining upside down – instead of a standard headshot. The humour is telling. She’s energized, hands-on and willing to lean into the adventure.
Black’s move to VoX comes at a time when Canadian travel demand is strong and advisors are eager for compelling stories to share with clients. Destinations are competing not just for visibility, but for relevance.
Her role will involve amplifying those stories in ways that resonate with both media and the trade – ensuring that media and content creators feel connected, informed, and inspired.
“I’m going to give the content creators and journalists those opportunities to really get into the heart of it. And that’s where the good storytelling is, right?”
