CEO Activities: Advocating, Educating, and Shaping the Future of Scottish Tourism

Over the past week, Fiona Campbell, ASSC CEO, has been actively engaging in advocacy, education, and collaboration to support and strengthen Scotland’s tourism industry, particularly the self-catering sector. From launching an important Advocacy Fund to delivering key insights at industry talks and legal forums, her efforts have been focused on ensuring fair regulations and sustainable growth for the sector.

Looking ahead, Fiona has a packed schedule of high-level meetings and industry events, including crucial policy discussions, networking opportunities, and representation at global short-term rental forums.

Here’s a recap of last week’s activities and a look at what’s ahead:

Week beginning 24th March 2025

Advocacy Fund Launched

We officially launched our Advocacy Fund to empower the self-catering sector to:

• Prepare for the unexpected
• Challenge unfair regulation through legal action
• Advocate for fair and sustainable policymaking
• Run PR campaigns that highlight the positive impact of self-catering
• Protect the local economies that rely on our sector

Every pound donated strengthens our voice and safeguards thousands of livelihoods.

Guest Lecture: The Future of Scotland’s Hospitality Sector – UWS Talks

Fiona was honoured to participate in the CCSE UWS Talks series at the University of the West of Scotland, exploring the future of Scotland’s hospitality landscape.

With regulatory pressures, shifting visitor expectations, and a drive toward more sustainable, experience-led tourism, it’s clear that transformation is underway.

Key takeaways:

• Scotland’s self-catering sector contributes £1 billion+ annually.
• 70% of operators are women; 60% are over 50—these are real people, not faceless landlords.
• Regulatory reform must support innovation, wellbeing, and long-term community resilience.

Scotland’s STL Licensing – A Legal Reality Check

At the Royal Faculty of Procurators in Glasgow, Fiona teamed up with solicitor Joanna Millar to engage with the Trainee and Newly Qualified Society (TANQ) on the legal and practical realities of Scotland’s STL licensing laws.

Key topics included:

• The fractured, overlapping regulatory landscape
• Three judicial reviews challenging unlawful local authority policies
• Disproportionate enforcement impacts and calls for reform
• The urgent need for a fairer, clearer legal framework

A big thank you to Lindsays Solicitors and Evie Campbell for hosting and to the future legal professionals for their keen insights.

Scottish Tourism Alliance Council Call

Fiona participated in critical discussions with fellow Scottish Tourism Alliance Council members, examining the state of the tourism industry, emerging challenges, and opportunities to drive sustainable change in an evolving economic environment.

Ongoing Stakeholder Engagement

Fiona continued dialogues with stakeholders on potential improvements to Visitor Levy legislation and STL regulations – from clarifying policy to championing smarter, more balanced solutions that work for communities, operators, and visitors alike.

Week beginning 31st March 2025

This week, Fiona Campbell will be actively engaged in high-level discussions shaping the future of Scotland’s short-term let sector.

• On Tuesday 1st April, Fiona Campbell will represent the ASSC at the Global Short-Term Rental Networking Event in London, hosted by the Short-Term Accommodation Association. The day features two in-depth round table discussions, one hosted by Fiona, on the role of trade associations and global advocacy, followed by a networking lunch with international peers.
• On Wednesday 2nd April, Fiona and Anna Scott (Memberships, Partnerships, and Events) will attend the STAA Short Stay Summit, followed by the Mission Possible Lunch, a networking event celebrating women in short-term rentals.
• In parallel, Fiona will also be meeting with the Scottish Assessors Association and the Scottish Ratepayers Forum to help shape messaging for the upcoming 2024/25 rates revaluation and annual occupancy declaration.

Throughout the week, discussions continue on STL Licensing and Visitor Levy reform, as the ASSC works closely with stakeholders to secure fair, proportionate regulation for the sector.

Stay tuned for updates as Fiona leads efforts to create a sustainable, thriving future for Scottish tourism!