ASSC CEO and Scottish Tourism Champion Fiona Campbell Recognised by His Majesty The King in Birthday Honours List

The Association of Scotland’s Self-Caterers (ASSC) is proud to announce that its Chief Executive, Fiona Campbell, has been honoured with a Member of the Order of the British Empire (MBE) in recognition of her services to Scottish tourism.

Since her appointment as its first Chief Executive in 2015, Fiona has been instrumental in driving the ASSC’s growth – now representing over 1,700 members, solidifying its position as a pivotal force in the tourism economy – and championing member interests in the Scottish Parliament, UK Parliament and at local authority level, securing legislative change and legal reform.

In recent years, Fiona’s powerful advocacy has been particularly apparent in efforts to address challenges facing the tourism industry, including the implementation of short-term let regulations and steering the self-catering sector through the pandemic by securing much needed financial support for operators. She has worked tirelessly to ensure that the voice of small business is heard at the highest levels of government, has been called to serve on several governmental and industry groups, and provided core participant evidence to the Scottish Covid-19 inquiry last year. In April 2025, she was appointed as Vice Chair of the Scottish Tourism Alliance (STA) Policy Group and is a Founding Director of Scottish Agritourism. However, Fiona’s exemplary work is not only confined to Scotland as she has brought her significant policy expertise to Europe through actively contributing to EU-level short-term rental regulation with the European Holiday Home Association.

Fiona is a shining example of what women in leadership roles can achieve and is extremely proud to represent a sector in which 70% of operators are women, leading an all-female staff at the ASSC. Her dedication to the cause has garnered widespread appreciation, including being named ‘Chief Executive of the Year’ at the Scottish Women’s Awards 2023, ‘Executive Director of the Year’ by the Association of Association Executives in 2024, as well as a hat-trick of listings in UK Women in Trade Associations Power List from 2023 to 2025. She has also recently acted as a judge on the BBC’s ‘Scotland’s Greatest Escape’ programme.

Moreover, her steadfast commitment to the Scottish tourism industry has been evident throughout her career. A graduate of the University of Glasgow, one of her first jobs was in hospitality before moving south to London. However, she decided to quit the rat race in the capital and return to Scotland at the age of 27 where self-catering became her career of choice. She has had first-hand experience of operating two holiday homes overlooking Loch Long, Argyll, for over two decades with her husband Ali, and the couple live in the picturesque village of Arrochar with their six children.

The ASSC extends its heartfelt congratulations on this thoroughly deserved accolade and looks forward to Fiona continuing her assiduous campaigning to support Scotland’s £1bn self-catering industry, a powerhouse of Scotland’s critically important tourist industry.

Fiona Campbell, Chief Executive of the Association of Scotland’s Self-Caterers, said

“I’m deeply honoured to receive this recognition. It reflects the resilience, passion and hard work of Scotland’s self-catering community, who have faced extraordinary challenges with courage and determination. This honour is not mine alone – it belongs to every small business owner, every rural family enterprise, and every operator who has stayed the course through crisis, reform and recovery. I remain committed to ensuring that our sector continues to be a vital, sustainable part of Scotland’s tourism landscape for generations to come. I’ve had the privilege of leading the Association of Scotland’s Self-Caterers for over a decade and it has been an extraordinary journey. I’ve learned so much from the passionate, principled people across our industry and I’m proud to stand alongside them. I also couldn’t have done any of this without the unwavering support of my husband, Ali, whose belief in me never falters, and the understanding of our six children, who have sometimes missed out because of my commitment to this work. Their love and patience mean everything.”

Marc Crothall MBE, Chief Executive of the Scottish Tourism Alliance, said:

“Fiona’s MBE is richly deserved and is testimony to her hard work, tenacity and unswerving commitment to Scottish tourism. She has led the self-catering sector through some of the most challenging circumstances it has ever faced; and in no small part thanks to her efforts, it remains dynamic, resilient and vibrant. She has not only become a great friend and support to me personally but has proven to be an exceptional leader within the Scottish tourism industry – she is a powerful advocate seeking both fairness and the best possible conditions for the sector to survive and thrive. On behalf of myself and all at the Scottish Tourism Alliance, we warmly congratulate Fiona on this fitting honour.”