What an inspiring afternoon in Stirling!
Yesterday, the ASSC team – alongside our valued sponsors, partners, exhibitors, speakers, and delegates, came together at The Albert Halls for our final Regional Gathering of 2025, under the theme “Green is the New Gold: Your Roadmap to Resilience in Scottish Self-Catering.”
The event brought Scotland’s self-catering community together to connect, share ideas, and explore the future of responsible tourism and sustainable growth.
We extend a heartfelt thank you to our headline sponsors, Howden and Booking.com, as well as our supporting sponsors, SuperControl, Touch Stay, and EmbraceScotland, your support made this event possible.
Green is the New Gold: Key Highlights
🔑 State of the Nation – Fiona Campbell MBE, ASSC Chief Executive
Fiona Campbell MBE opened the afternoon with an energising State of the Nation update, outlining key policy breakthroughs and advocacy successes achieved by the ASSC this year:
- Visitor Levy – Major Breakthrough
The Scottish Government has recognised calls for a flat nightly rate, acknowledging the percentage model is unworkable. Ministers are considering an Expedited Bill – a direct result of the ASSC’s reform proposals with the STA.
- NDR Evidence Window Secured
From 4 November to 5 December 2025, operators can resubmit evidence to return to Non-Domestic Rates. This second chance follows sustained ASSC engagement with the Scottish Government.
- PPL PRS – Issue Resolved
After direct engagement, PPL PRS issued updated guidance, paused penalties, and agreed to review incorrect invoices – removing the risk of unfair enforcement for self-caterers.
- Short-Term Let Guidance Reforms – Delivered
Government confirmed changes including clearer evidence lists, fairer insurance requirements, and better alignment with SFRS guidance – reducing confusion and inconsistency across councils.
- Successful Planning Appeal
A recent ASSC-backed appeal, supported through the Advocacy Fund, saw the Scottish Government concede a key planning case, strengthening the legal argument for reform.
Fiona’s address reaffirmed the ASSC’s leadership in championing the interests of Scottish self-caterers.
💬 Panel Discussion 1: Green is the New Gold – What It Really Means to Be a Responsible Self-Catering Business
Chaired by Melanie Allen (SCOTO), this insightful discussion featured Fiona MacConnacher (Booking.com), Richard Hermon (Loch Ken Eco Bothies & Galloway Activity Centre), and Victoria Brooks (ASSC).
The panel explored how sustainability and responsibility can be woven into the everyday running of self-catering businesses, from energy efficiency and local sourcing to storytelling and guest engagement.
Key takeaways included:
- 84% of travellers now consider sustainability when booking – and want to see authentic, transparent action.
- Responsibility doesn’t require costly accreditation – small, visible steps matter.
- Sharing your sustainability story online helps build loyalty and connection.
- Letting nature thrive – from wild gardens to local produce – enhances the guest experience.
Being responsible isn’t just about accreditation; it’s about attitude. When guests see you care about your place and community, they remember it, and they come back!
💬 Panel Discussion 2: Tourism at a Crossroads – Regulation, Resilience, and the Road Ahead
The second panel, chaired by Fiona Campbell MBE, brought together expert perspectives from Billy McKaig (WYM Rating), Alasdair Sutherland (Burness Paull), and Dame Jackie Baillie MSP (Labour).
The conversation tackled the sector’s most pressing challenges, including Short-Term Let licensing, Non-Domestic Rates, and the cost-of-living crisis, and explored what’s needed to rebuild confidence and clarity.
Key themes included:
- The urgent need for simplicity and certainty in regulation.
- Stronger collaboration between operators, local councils, and government.
- Recognition of tourism’s essential role in Scotland’s economy and communities.
- Encouragement for operators to engage politically and locally to influence change.
An important point made: Certainty is the lifeblood of any business. Tourism thrives when policy and practice move together – not apart.
đź’š Supporting Our Stirling Community: Start Up Stirling
We were proud to support Start Up Stirling, a local charity providing vital assistance to people in crisis – from food banks and home starter packs to community hubs tackling loneliness and isolation.
A huge thank you to everyone who donated non-perishable food items or made a cash contribution at our event. Your generosity will make a real difference as we head into the winter months.
If you weren’t able to attend or donate at the event, it’s not too late! You can still support Start Up Stirling via their website.
🌟 Closing the Day – Partner Event & Dinner
We rounded off a memorable afternoon with our Annual Partner Event and Dinner, celebrating another year of progress, partnership, and collective achievement. The evening provided an opportunity to reflect on how far we’ve come, and to look ahead with optimism and unity as we continue to champion Scotland’s self-catering sector.
With major policy wins, inspiring discussions, and a clear focus on sustainability and community, the Stirling Regional Gathering truly embodied the message that “Green is the New Gold.”
A heartfelt thank you to everyone who joined us, your insights, ideas, and support continue to drive Scotland’s self-catering industry forward.
We look forward to seeing you again in 2026!
Events next year (Save the Date):
- South of Scotland – Wednesday 18th March 2026
- Aberdeen – Wednesday 6th May 2026
- Fort William – Wednesday 4th November 2026