📣 Shaping Our Shared Story: Highlights from Our Dumfries Regional Gathering

What a fantastic afternoon in Dumfries!

Yesterday, the ASSC team, alongside our valued sponsors, partners, exhibitors, speakers, and delegates, came together at Easterbrook Halls for the first Regional Gathering of 2026, under the theme “Shaping Our Shared Story – The Importance of Storytelling in the Self-Catering Sector.”

Bringing together operators from across the South of Scotland and beyond, the event focused on connection, collaboration, and the power of storytelling to reshape how self-catering is seen, valued, and understood.

📸 View photos from the event here!

A huge thank you to our headline event sponsors, SuperControl, Booking.com and holidaycottages.co.uk, for their support in making the day possible.

---

Shaping Our Shared Story: Key Highlights

🔑 State of the Nation – Fiona Campbell MBE, Chief Executive, ASSC

Fiona Campbell MBE, Chief Executive of the Association of Scotland’s Self-Caterers, opened the afternoon with a powerful and honest overview of the current landscape for Scotland’s self-catering sector.

While demand for self-catering continues to grow, she highlighted the increasing complexity of the regulatory environment, with the cumulative impact of licensing, planning, the Visitor Levy, and Non-Domestic Rates placing significant pressure on operators.

Key updates included:

• Major rates relief breakthrough for the self-catering sector – widespread decreases in rateable values
• New Evidence Window Confirmed for 2024 – 2025 financial year – Another opportunity to submit evidence in April, secured through ASSC engagement
• Visitor Levy Reform – How the ASSC has influenced the Visitor Levy (Scotland) Amendment Bill to reflect reforms developed by the sector
• Ongoing Advocacy including Short-Term Let Licensing and Planning, Energy Performance Certificates and more – Continued work to challenge the cumulative impact of regulation and push for fairer, more workable solutions

Fiona reinforced the vital role of the ASSC in representing the sector and ensuring operators’ voices are heard at the highest levels.

---

💬 Panel Discussion 1: Shaping Our Shared Story – The Importance of Storytelling

Chaired by Fiona MacConnacher, Head of Public Affairs, UK & Ireland, Booking.com, this engaging session brought together:

• Casey Rust, Director of Marketing, The Royal Yacht Britannia & Fingal Hotel
• Kelly Odor, Marketing Director, Bookster
• Melinda Kennedy, Holiday Cottage Owner
• Nicky MacEwan, Head of Homeowner Account Management – Scotland, holidaycottages.co.uk

The discussion explored how operators can move beyond traditional marketing and embrace authentic storytelling to connect with guests and communities.

Key takeaways included:

• Authenticity matters – Guests are increasingly drawn to real, unpolished content that reflects genuine experiences
• Human connection is key – Sharing the people behind your business builds trust and engagement
• Storytelling drives memory – People are far more likely to remember and share stories than standard marketing messages
• Use your reviews – Guest feedback is a powerful storytelling tool that shows you listen and evolve
• Show, don’t just tell – Visual content helps audiences connect faster and more deeply
• Sustainability is a journey – Small, honest steps resonate more than perfection

A strong theme throughout was that self-catering already has a unique advantage, its personal, human nature, and operators should lean into that.

---

📊 Insight Session: Turning Good Reviews into Great Ones

Daniel Sacerdoti, Managing Director of SuperControl, shared valuable insights into how operators can better understand and maximise guest feedback.

Key messages included:

• Every review tells a story, use it to identify strengths and opportunities
• Guest sentiment changes seasonally, understanding this can unlock growth
• AI tools can help analyse feedback and turn insights into action
• Dumfries & Galloway performs well, but there are opportunities to remain competitive with nearby regions

---

💬 Panel Discussion 2: A Collective Vision

Chaired by Fiona Campbell MBE, Chief Executive, ASSC, the final session brought together:

• Rachael Hamilton MSP, Scottish Conservatives
• David Hope-Jones OBE, Chief Executive Officer, South of Scotland Destination Alliance
• John King, Tourism Lead, Dumfries & Galloway Council

This forward-looking discussion tackled the relationship between national policy and regional reality, and what’s needed to support a thriving self-catering sector.

Key themes included:

• Policy vs reality gap – A disconnect remains between national decision-making and on-the-ground delivery
• Growing regulatory pressure – A complex and fast-changing landscape is creating real challenges for operators
• The need for trust and collaboration – Stronger partnerships between government, local authorities, and industry are essential
• Visitor Levy concerns – Ongoing debate around fairness, implementation, and impact on domestic tourism
• Economic importance – Tourism continues to play a vital role in supporting rural economies and communities

A key takeaway was the importance of a collective vision, one built on alignment, shared responsibility, and meaningful collaboration.

---

📰 Changing the Narrative

A recurring theme throughout the day was the need to challenge negative media narratives around self-catering.

Despite frequent headlines, speakers highlighted that:

• Self-catering plays a positive role in local communities and economies
• There is little evidence of widespread negative impact in regions like Dumfries & Galloway
• The sector is too often used as a scapegoat for wider societal issues

The message was clear: the sector must take ownership of its story and communicate its value more effectively.

---

💚 Supporting Our Local Community

We were proud to support the Dumfries and Galloway Befriending Project (DGBP) as our event charity, recognising the vital work they do to tackle loneliness and support communities across the region.

You can find out how to support the charity here.

---

🌟 Looking Ahead

This first Regional Gathering of 2026 set the tone for the year ahead, bringing the sector together, strengthening connections, and reinforcing a shared commitment to shaping a more positive and accurate narrative for self-catering in Scotland.

A heartfelt thank you to everyone who joined us, your energy, insights, and collaboration continue to drive the sector forward.

📍 Next stops on our 2026 Regional Gathering programme:

• Aberdeen – Wednesday 6th May 2026 (tickets now available – book here)
• Fort William – Wednesday 4th November 2026

We look forward to seeing you there!