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The Association of Scotland’s Self-Caterers (ASSC) Launches EmbraceScotland Summer Marketing Campaign to Boost Self-Catering Bookings

The Association of Scotland’s Self-Caterers (ASSC) is thrilled to announce the launch of its latest marketing campaign: Embrace Authentic Scotland: Stay, Eat, and Explore Beyond the Ordinary, designed to “awaken the wanderlust” in visitors this summer and support self-catering operators in filling bookings throughout the shoulder season and summer. This initiative spans from cities to coastal havens and rural retreats, inviting potential visitors to uncover the true essence of Scotland – a land where picturesque landscapes meet vibrant community culture, rich culinary heritage, and warm-hearted people.

Scotland offers more than just stunning scenery; it embodies authenticity, inviting visitors to develop meaningful connections with nature, culture, and community. Whether seeking profound escapism, a connection with the local environment and people, or simply indulging in family fun and delicious local cuisine, visitors crave authentic experiences that transcend mere observation.

Central to this new summer marketing campaign is the concept of slow exploration, promoting the leisurely pace of self-catering holidays. Amidst Scotland’s diverse landscapes, visitors have the freedom to unwind, savour local flavours, and engage in community events – all without the need to rush or travel far. This approach aligns with the Priorities and Mission outlined in Scotland Outlook 2030: celebrating passionate people, thriving places, diverse businesses, and memorable experiences while delivering the very best for our visitors, our businesses, our people, our communities, and our environment.

In line with the recent VisitScotland Domestic Sentiment Tracker, we are pleased to note that for the third consecutive year, demand for self-catering holidays has increased. This trend highlights the growing appeal of self-catering accommodation among visitors seeking authentic and immersive experiences.

Through compelling storytelling and inspiring content, the campaign aims to awaken wanderlust by encouraging visitors to explore Scotland’s lesser-known corners at their own pace. By tapping into local knowledge and building deeper connections with the destination, we invite visitors to create lasting memories and forge meaningful bonds with Scotland’s communities, exploring “Beyond the Ordinary.”

Visitors will be directed to the EmbraceScotland consumer website, where they can find inspiring content highlighting the many self-catering businesses, destinations, and experiences across Scotland. This platform showcases the unique offerings of self-catering accommodation, encouraging visitors to immerse themselves fully in the Scottish experience.

Fiona Campbell, Chief Executive of the Association of Scotland’s Self-Caterers (ASSC), said: “We are incredibly excited about the launch of our summer marketing campaign, Embrace Authentic Scotland. At a time when tourism in Scotland is unpredictable and trends are showing an increase in last-minute bookings, this campaign is crucial for our members. With fierce competition from overseas travel, it has never been more important to highlight the unique and authentic experiences that Scotland offers. Our self-catering operators are at the heart of this initiative, and we are committed to supporting them by showcasing the rich cultural and natural heritage that makes Scotland a truly exceptional destination.”



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