2025 Mug’n Muffin Partner Roundtables: A Year of Insight, Collaboration & Community Momentum
The Art We Are Cafe
Kylie Mae
Every two months, Tourism Kamloops gathers a diverse group of industry partners for our Mug’n Muffin Partner Roundtables—casual, caffeinated conversations that spark big ideas. Each session takes place in a different location across the city, bringing fresh perspectives and a mix of partners to the table. While topics vary throughout the year, together they paint a clear picture of what’s shaping Kamloops’ visitor economy.
What follows is a recap of the key themes that emerged from our 2025 discussions.
A Renewed Sense of Optimism
Across all sessions, partners expressed a growing sense of optimism about the local tourism landscape. Words like promising, exciting, steady, and unstoppable were used to describe both the current climate and what lies ahead. Record occupancy levels, continued busyness, and signs of recovery in booking patterns reinforced confidence sector-wide. Even as visitor planning windows shortened, demand remained strong, signalling both opportunity and a need for adaptability.
Strengthening Community Connection
A major theme this year was the increasing desire for deeper community connection. Partners observed a growing interest among students and young residents for volunteerism, cultural engagement, and local involvement. Many emphasized that tourism must first add value to the people who live here—a belief that continues to guide our approach. Discussions around local education, youth programs, and awareness-building highlighted the importance of community-first storytelling and collaboration.
Shifting Visitor Behaviour & Evolving Expectations
Visitor behaviour continued to change rapidly in 2025, with shorter booking windows, shifting stay lengths, and fluctuating interest in nighttime experiences. Partners reported more spontaneous travel decisions, including booking windows as short as 20 minutes and same-day trip planning. At the same time, the return of long-range bookings from U.S. and U.K. travellers offered renewed stability in international markets.
Visitor interests also broadened this year. There were repeated calls for more family-friendly and indoor activities, behind-the-scenes experiences, and cultural offerings. The anticipated opening of the Secwépemc Museum was highlighted as a major opportunity to expand cultural tourism and deepen the region’s storytelling.
Kamloops Art Party
Kathleen Fisher
Secwepemc Museum and Heritage Park
Mary Putnam
Sustainability & Transportation Challenges
Sustainability surfaced frequently in partner discussions. The rise of electric vehicle use, the need for sustainability education, and certification requirements all came forward as priorities—alongside the operational challenges of preparing EVs for rental use. At the same time, transportation and access barriers remained top-of-mind. Limited air service, the absence of a citywide transit system, concerns around VIA Rail reliability, and the desire for improved late-night dining options highlighted gaps that affect both residents and visitors.
Partners also identified opportunities for infrastructure-enhancing initiatives, including:
Improved signage and beautification projects
Additional experiences on Kamloops Lake
A hop-on/hop-off transportation option
Expanded volunteer and ambassador programs
Workforce Pressures & Recruitment Opportunities
Labour shortages, particularly for skilled hospitality and kitchen roles, continued to challenge operators. Partners also noted persistent recruitment difficulties for physicians and educators—issues that directly influence community wellbeing and long-term economic sustainability. Insights from the Royal Inland Hospital Foundation emphasized the role of cutting-edge equipment and technology in attracting health professionals, sparking discussions about how Tourism Kamloops might support recruitment through welcome programs, fam tours, and storytelling assets.
Additionally, partners expressed interest in renewed customer service and communications training, as well as opportunities to engage students earlier through workshops and job pathways.
Growing Experiences, Events & Agri-Tourism Momentum
Several new developments generated excitement this year, including the opening of a meadery on East Shuswap Road and a new farmers’ market at Privato and Monte Creek Wineries—both positive signs of growth in agri-tourism. Operators also observed a strong connection between citywide events and business activity, with major tournaments driving significant restaurant and attraction traffic.
Partners also expressed enthusiasm for:
Reviving or reimagining a signature wine event
Maker-focused programming like MakerLoops
More hands-on, interactive visitor experiences
Enhanced marketing around major tournaments and spectator opportunities
Indoor attractions, family-friendly programming, and expanded space for growing venues like the Big Little Science Centre were also recurring points of discussion.
Monte Creek Winery's Sip & Shop Market
Kathleen Fisher
Collaboration, Cross-Promotion & Industry Connection
One of the most energizing themes this year was the rising interest in collaboration. Partners voiced strong support for working together across sectors—pairing accommodation with experience operators, aligning adult-focused event calendars, and developing shared promotions rooted in local food, culture, and sustainability.
A widely supported idea was the development of a Kamloops Industry Pass, designed to encourage partners to experience each other’s offerings and promote them authentically. Strengthening local awareness also emerged as a priority, with many noting that residents still aren’t fully aware of the breadth of experiences available in their own backyard.
The Expanding Role of AI
AI’s influence on the tourism landscape was a major discussion topic throughout the year. Many partners are already integrating AI into their business operations to improve efficiency, but questions remain around authenticity and over-reliance. At the same time, travellers are increasingly using AI tools to research, plan, and book trips—highlighting an emerging opportunity for Tourism Kamloops to shape how the destination appears in AI-driven recommendation platforms.
Concerns about the impact of AI on critical thinking, hiring practices, and artistic integrity added nuance to the conversation, underscoring the need for continued awareness and guidance.
Reflecting on Kamloops’ Identity & Future Potential
Partners engaged in meaningful conversations about what defines Kamloops—from its semi-arid landscape and cowboy heritage to its sports culture and creative community. Many identified opportunities to further shape and celebrate that identity through new programming, expanded recreation facilities, improved gym and court space, and stronger communication about visitor offerings.
Discussions also touched on the potential to spread tournaments across more weekends, introduce new themed tours, create additional kids’ camps, and expand brew and golf experiences.
Looking Ahead to 2026
As we look to the year ahead, one thing is clear: the strength of Kamloops’ visitor economy comes from the people who shape it. This year’s Mug’n Muffin Partner Roundtables showcased a community that is resilient, collaborative, imaginative, and deeply committed to sharing what makes Kamloops remarkable.
In 2026, Tourism Kamloops will continue to support partners by:
Encouraging cross-sector collaboration
Strengthening local and visitor awareness
Supporting experience development
Enhancing alignment with major events
Leveraging new tools and technologies, including AI
Most importantly, we will continue creating space for open, honest conversations—because every insight shared helps move our destination forward.
A heartfelt thank you to all our partners for your time, your candour, and your commitment. We look forward to many more coffees, muffins, and big ideas in the year ahead.
