What an inspiring afternoon in Inverness!
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.
Adapting and Thriving: Key Highlights
🔑 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.
💬 Panel Discussion: Tourism Tax & Red Tape – Is Scotland Losing Its Competitive Edge?
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:
- Frazer Coupland – CEO, West Highland Chamber of Commerce
- Angus MacDonald OBE – MP for Inverness, Skye and West Ross-shire
- Carl Thomson – Public Policy Manager, UK, Airbnb
Key takeaways included:
- Concerns over the cumulative impact of STL licensing, the Visitor Levy, FHL tax changes, and rising operational costs.
- Calls for smarter, decentralised decision-making, particularly to reflect the realities of rural tourism.
- Warnings from Carl Thomson that Scotland’s STL policies are becoming an international example of poor regulatory practice.
- Suggestions for sustainable solutions like flat-fee visitor levies, clearer planning frameworks, and more targeted tourism support.
Despite the concerns, panellists expressed hope, drawing strength from the passion and creativity within the self-catering sector.
🌍 Regional Update – Chris Taylor, VisitScotland
Chris Taylor provided an insightful update on tourism trends across the Highlands and Islands, noting:
- Shifting consumer behaviours, with more travellers booking via social platforms like Instagram and TikTok.
- A growing preference for experiential, sustainable, and wellness-focused travel.
- Positive international booking trends, particularly from North America.
- A renewed focus on “Spend, Spread, Sustainability, and Satisfaction” as part of Scotland’s national tourism strategy.
Chris applauded operators for delivering exceptional guest experiences and emphasised the importance of infrastructure investment to meet modern visitor expectations.
🎒 Panel Discussion: Beyond the Stay – The Role of Experiential Tourism
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:
- Jane Slaughter – Owner, Pinewood Steading / ASSC Director
- Russell Fraser – Chair, SCOTO / MD of Loch Ness Hub & Travel
- Andrew Bateman – Scot Mountain Holidays / Wild Scotland Director
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
Supporting Our Inverness Community Charity: SurfABLE Scotland 🏄
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.
Looking Ahead
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!