Yesterday, the ASSC team, alongside our valued sponsors, exhibitors, speakers, partners, and delegates, came together at Union Kirk for the second ASSC Regional Gathering of 2026, under the theme “The Future of Self-Catering: Regulations, Trends & What’s Next – The Good, The Bad & The Ugly.”
Bringing together operators from across Aberdeenshire and beyond, the event focused on the challenges, pressures, and opportunities shaping Scotland’s self-catering sector at a pivotal moment for tourism and public policy.
Held on the eve of the Scottish election, the gathering created space for open discussion, practical insight, and honest conversations about what the future of tourism in Scotland could and should look like.
A huge thank you to our event sponsors, SuperControl, Booking.com, holidaycottages.co.uk, and Interhome for their continued support in making the day possible.
The afternoon opened with a wide-ranging discussion between Fiona Campbell MBE, Chief Executive of the Association of Scotland’s Self-Caterers (ASSC), Marc Crothall MBE, Chief Executive of the Scottish Tourism Alliance, and Chris Foy, Chief Executive of VisitAberdeenshire.
There was a strong shared sense that demand for Scottish tourism remains resilient, with self-catering continuing to benefit from post-Covid travel behaviour, particularly the rise in family and group stays. Scotland was consistently described as a safe, attractive destination with strong appetite for local experiences and shorter breaks.
Key reflections included:
Marc Crothall highlighted the importance of rate revaluation reform and sustained investment in VisitScotland, alongside the opportunity for technology, including AI, to improve efficiency across the sector. Chris Foy reinforced the North East’s capacity for growth, noting strong visitor sentiment and increasing interest in experience-led travel.
Chris Baxter, Head of Commercial at Supercontrol, provided a detailed overview of current trading conditions across Scotland.
The data showed a market that is broadly stable in revenue terms, but shifting beneath the surface. While occupancy is slightly down year on year, rate growth has helped maintain overall performance, leaving RevPAR relatively flat.
He also highlighted some important behavioural shifts:
The overall takeaway was clear: agility, data awareness, and flexible pricing strategies are now essential to maintaining performance in a more fragmented market.
Ali Crawford, Regional Head of Sales at Travel Chapter (holidaycottages.co.uk), shared practical guidance on improving visibility and conversion in an increasingly digital landscape.
She emphasised that guest behaviour is changing rapidly, with inspiration often starting on social media before any traditional search takes place. Platforms like Instagram and TikTok are now central to discovery, particularly through short-form, authentic video content.
Key practical insights included:
She also highlighted the growing impact of AI on search behaviour, noting that while fewer users may visit websites directly, those who do are often more ready to book. Strong imagery, clear messaging and well-structured listings are therefore more important than ever.
David Loumgair, North Fundraising Lead at SAMH (Scottish Association for Mental Health), delivered a short wellbeing session focused on workplace mental health.
He highlighted that pressure within the self-catering sector has been prevalent lately, particularly for small operators where boundaries between work and personal life can blur. With one in four people in Scotland experiencing a mental health difficulty each year, he encouraged greater openness and awareness.
His message centred on simple but powerful actions: taking time to pause, recognising stress early, and valuing kindness and connection in everyday working environments.
đź’š The key takeaway: “Be Kind to Yourself”
David Jackson, Regional Director at VisitScotland, outlined the scale and importance of Scotland’s visitor economy, and the strategic role of the North East within it.
Scotland’s visitor economy is now worth £11.4 billion and supports over 239,000 jobs, with strong contributions from both domestic and international markets.
He highlighted several key themes:
Looking ahead, wellness tourism and screen tourism were highlighted as major growth trends, alongside upcoming opportunities such as Rally Scotland, which will bring significant international visibility to the region.
The closing panel, chaired by Fiona Campbell MBE, Chief Executive of ASSC, brought together Joanna Millar, Solicitor at The Licensing Company, Ross Armstrong of Short-Term Let Solutions, Jamie Coventry, Economic Adviser at Aberdeen City Council, and Billy McKaig, Director at WYM Rating.
The discussion focused on the increasing complexity of regulation across Scotland, particularly the combined impact of licensing, planning, EPC requirements and non-domestic rates.
Key themes included:
There was strong agreement on the importance of early engagement, seeking expert advice where needed, and continuing collaboration between industry and local authorities.
The day concluded with Victoria Brooks, Strategy, Communications and Marketing at ASSC, who reflected on how members can get greater value from their membership.
She reminded attendees that ASSC is built around real people providing practical support, guidance and advocacy across the sector.
Victoria highlighted:
The Aberdeen Gathering also marked the official launch of the new “Great Scottish Holidays” campaign, developed by the ASSC to celebrate the positive impact self-catering accommodation has on communities across Scotland.
Building on a successful initiative first introduced by PASC UK in England and Wales, the campaign highlights how choosing self-catering supports local businesses, jobs, and communities across rural, coastal, and urban Scotland.
As part of the launch, the ASSC unveiled a new online platform featuring downloadable personalised “Thank You” posters for operators to display in their properties, helping guests better understand the positive impact of their stay.
Fiona Campbell MBE, Chief Executive of the ASSC, said:
“Every guest who chooses a self-catering stay in Scotland is directly supporting local jobs, livelihoods and community life – in rural, coastal and urban areas alike.
The Great Scottish Holidays campaign is about recognising that connection, and celebrating the shared value created when visitors choose to stay local, shop local and experience all that Scotland has to offer.”
Read more about the campaign here.
The Aberdeen gathering once again highlighted a sector that is adapting, collaborating and responding to change while remaining central to Scotland’s visitor economy.
Thank you to all speakers, exhibitors, members and sponsors for contributing to such a valuable afternoon.
📍 Next stop: Fort William – 4 November 2026