2024 Mug’n Muffin Roundtable Round-Up – Insights, Trends, and Actions

5Bean Brewbar & Cafe
Dylan Sherrard
At Tourism Kamloops, collaboration is at the heart of our efforts to shape a vibrant and inclusive future for our destination. Every two months, we host the Mug’n Muffin Partner Roundtables, where industry partners come together to discuss emerging trends, challenges, and opportunities. These sessions foster insightful conversations and actionable ideas that benefit not just individual businesses, but the broader tourism community.
Here’s a snapshot of key themes and actions from recent discussions:
1. Industry Insights and Trends
Our partners shared varied perspectives on how industry dynamics are evolving:
Seasonality Challenges: While businesses like golf courses and mountain biking providers see seasonal spikes, there’s a strong need to develop year-round attractions, such as nightlife options and family-friendly experiences.
Visitor Needs: Many guests—whether here for sports events or simply exploring—seek vibrant local experiences. Initiatives like live music, heritage tours, and event-themed months could address this.
Transportation and Accessibility: Partners flagged limitations in public transport and air travel as barriers to growth. Enhancing connectivity could be a game-changer for attracting and retaining visitors.
Growing Market Segments: There’s a rising interest in larger events, including multi-day races and marquee activities, while film and event planners aim to capitalize on Kamloops’ unique backdrop.
2. Brainstorming Opportunities
Innovative ideas emerged as we worked through these challenges:
Leveraging Kamloops’ Identity: Suggestions included creating iconic landmarks like a marquee “Kamloops” sign and activating public spaces with murals, street furniture, and vibrant lighting.
Event-Centric Growth: Partners discussed hosting major events like Red Bull Rampage and expanding community-focused festivities such as winter festivals and live music series.
Supporting Tourism Infrastructure: Bundling experiences (e.g., spa services and shopping for non-biking partners) and providing resources for event planning can significantly elevate visitor experiences.
3. Collaborative Actions for Growth
To address identified challenges and seize opportunities, we’re committed to the following steps:
Enhanced Support for Partners: Tourism Kamloops will continue to provide tools like Letters of Support for funding applications and explore opportunities for unique projects.
Streamlining Processes: Working with the city and the tourism industry to find solutions to overcome red tape and share guidance and support for event organizers.
Training and Resources: Developing user-friendly digital training programs for frontline tourism industry workers and exploring collaborative marketing campaigns to elevate Kamloops’ profile.

The Vic Downtown
@sheshootsstreet
Looking Ahead
The Mug’n Muffin Roundtables have become a cornerstone for collaboration within our industry. Together, we’re building a resilient and dynamic tourism landscape that reflects Kamloops’ unique character and spirit. As we move forward, we encourage all partners to bring their ideas, energy, and expertise to these conversations.
Stay tuned for updates from the next roundtable as we continue to explore bold initiatives and strategies. Together, let’s illuminate Kamloops as a premier destination for visitors near and far.
If you’d like to participate in future discussions or share feedback, we’d love to hear from you. Let’s keep the momentum going!

Author: Lisa White
Lisa is your go-to for industry relations, Golf Kamloops, corporate communications, tourism industry research/data, and how to get more involved with Tourism Kamloops.