ASSC CEO Fiona Campbell MBE has spent an inspiring few days engaging with brilliant minds across the sector, championing evidence-based policymaking and sharing lessons from Scotland’s regulatory journey.
The week kicked off in Co Clare, where Fiona had the privilege of speaking at the Irish Self-Catering Federation Conference. There, she presented Lessons from Scotland, a candid look at what happens when regulation runs ahead of evidence, and how Ireland can build a fair, workable system that protects communities, supports operators and strengthens the visitor economy. Her message was simple: regulate, yes, but do so proportionately, intelligently and lawfully.
She continued these conversations at Scale UK, taking part in two sessions that felt especially timely for the industry.
Fiona moderated the Becoming More Bookable, Lovable and Profitable panel with Justine Ireland, Nicky Mattei and Ben Harpham, cutting through the noise around sustainability to demonstrate why climate action is no longer a side project, but a commercial advantage. The session delivered quick wins, smart tools and examples from operators already seeing results, all to a packed room.
She then joined Jamie Miles, Alistair Handyside MBE and Ben Spier on the Stronger Than Ever: How Resilience and Changing Demand Are Shaping Our Future panel, a practical discussion about the pressures operators face today: regulation overload, squeezed margins and evolving guest expectations. Together, they explored what genuine resilience looks like, and why collective intelligence, evidence-based advocacy and proactive policymaking matter more than ever.
Our industry is strongest when we stay informed, proactive and connected, that’s how we protect our future, our people and our guests.