Yesterday, the ASSC team—alongside our valued sponsors, exhibitors, speakers, and delegates—came together at the Kingsmills Hotel for a dynamic and thought-provoking Regional Gathering. Under the theme “Adapting and Thriving Amidst Regulation, Tourism Trends and Economic Pressures,” the event brought Scotland’s self-catering community together to network, share insights, and explore the future of tourism in the Highlands and beyond.
We extend a heartfelt thank you to our incredible sponsors: Howden, Booking.com, Airbnb, SuperControl, TouchStay, and EmbraceScotland—your support made this event possible.
🔑 State of the Nation – Fiona Campbell, ASSC Chief Executive
Fiona kicked off the afternoon with a rallying address, outlining the significant policy issues currently impacting the sector, from the Visitor Levy, and Non-Domestic Rates reformation and STL licensing to FHL tax abolition. She shared the ASSC’s proposal for a fairer, flat-fee QR code visitor levy model, and stressed the need for smarter, proportionate regulation that truly supports communities and tourism businesses alike.
Fiona reinforced ASSC’s leadership in lobbying efforts, declaring:
“We’ve written the reform plans, we’ve built the coalitions, and we’ve mapped the legal routes. We will continue to be the most persistent and effective voice for Scottish tourism.”
She also cited recent investigative reporting from The Ferret, which ranked the Association of Scotland’s Self-Caterers among the most active lobbying groups meeting with Scottish Ministers since John Swinney took office — a clear signal of the ASSC’s growing influence and determination to drive meaningful change for the sector.
A lively discussion chaired by Fiona Campbell tackled the core question: Is over-regulation putting Scotland at a disadvantage? Panellists brought diverse perspectives from policy, politics, and regional enterprise:
Key takeaways included:
Despite the concerns, panellists expressed hope, drawing strength from the passion and creativity within the self-catering sector.
Chris Taylor provided an insightful update on tourism trends across the Highlands and Islands, noting:
Chris applauded operators for delivering exceptional guest experiences and emphasised the importance of infrastructure investment to meet modern visitor expectations.
This inspiring session, chaired by Willie Cameron (Director of Business Development, Cobbs Group), explored how operators can enhance their offering through partnerships, storytelling, and personalised experiences. Panellists included:
From local food tours to wildlife diaries and QR-coded guides, the message was clear: It’s not just about where guests stay—it’s about how they feel while they’re there. Delegates were encouraged to think like tourists, package experiences, and connect visitors with their communities in meaningful ways.
“What guests remember most is the people. It’s the stories, the place, and the connections that make a visit special.” – Russell Fraser
As part of ASSC’s ongoing commitment to community support, this gathering proudly spotlighted SurfABLE Scotland—the world’s most northerly adaptive surf school and a beacon of inclusive adventure on the Moray Firth. Delegates generously donated to this life-changing charity, which offers neurodiverse and disabled individuals the chance to experience the transformative power of surfing.
With major tourism opportunities on the horizon, Scotland’s self-catering sector has a vital role to play in shaping a vibrant, inclusive, and sustainable visitor economy.
A massive thank you to all who joined us in Inverness—your ideas, insights and energy are what keep this industry thriving.
We look forward to welcoming you to our next Regional Gathering in Stirling this November—details coming soon!