The trade-only accommodation specialist, along with several other industry figures, describted Muir "a travel legend" following her passing at a local hospice.
In addition to Stuba, Muir also spent several years working for Midcounties Co-operative – or Co-operative Travel Trading Group (CTTG) as it was formerly known.
In a statement shared with TTG on Monday (24 November), Stuba said: "Joanne served as Stuba’s BDM for the north for many years, during which time she built strong, trusted relationships across the travel trade and became a highly valued member of the team.
"She stepped away from her role only when her health no longer allowed her to continue."
'Embraced life to the max'
Muir was known for "her exceptional commitment for supporting travel agents" and was "widely respected throughout the industry", Stuba added.
Matt Stuart, Stuba's chief commercial officer, said: “All of the Stuba family are devastated at the passing of Jo. She really was a travel legend and loved by all who met her.
"She embraced life to the max, had a wonderful sense of humour and leaves an incredible legacy.
"Her cheerfulness in the face of adversity in the last few years has been so inspiring for us all. She will be missed by us and the rest of the travel community every day.”
'A real ambassador for travel'
Meanwhile, Beachcomber UK sales manager Sarah Archer posted on Facebook: "Another legend of the travel industry has left us far too soon."
She described Muir as "one of the funniest and bravest ladies of the industry". "Make 'em all laugh up there babe. Legend!" she added.
Claire Dutton, Inspire Europe head of marketing, product and commercial, told TTG: "I met Joanne when she was commercial manager at CTTG. She was brilliant at her job. We loved catching up and spent most of the time gossiping and catching up as well as having a great commercial relationship when I was at Super Break.
"Joanne was poorly for a long time but she did travel around the world. She was loved by all the suppliers that she worked with. She was engaging, loved her job and was a real ambassador for the travel industry."
'Tour de force'
Blue Bay Travel chief executive Alistair Rowland said: "Jo lit up any room she went in and added so much to Co-op Travel as a branch and then commercial manager.
"She was a ‘tour de force’, universally popular in any audience and always the light and soul of any event. She was a pleasure to work with. Jo will be missed by many and thoughts go to John and the family."
Muir is survived by her husband John and her dog, Bella.
