ASSC Launches New EmbraceScotland Marketing Campaign: “Stay. Celebrate. Belong: Take a Celebreak in Scotland”
Self-Catering Holidays at the Heart of Sustainable, Meaningful Travel in 2025 and Beyond
The Association of Scotland’s Self-Caterers (ASSC) today launches its latest EmbraceScotland campaign: Stay. Celebrate. Belong: Take a Celebreak in Scotland. Running from July to October 2025, this inspiring campaign champions self-catering holidays as a flexible, affordable, and sustainable way to celebrate life’s meaningful moments – from birthdays and anniversaries to wellness milestones and multigenerational family holidays.
With sustainability, connection, and wellbeing at its core, the campaign invites visitors to discover a more meaningful way to holiday – one that celebrates life, supports communities, and treads lightly.
What Is a Celebreak?
A Celebreak is more than a holiday, it’s a celebration of life, made possible by the freedom and authenticity that self-catering offers. Whether it’s a special occasion, a personal milestone, or simply time to reconnect with loved ones, self-catering properties provide the space, comfort, and privacy to mark these moments your way – with room to laugh, rest, reflect, and truly belong.
Leading the Way in Sustainable, Community-Driven Tourism
This initiative aligns with VisitScotland’s growing “Celebreaktions” trend and the rise in wellness-led, purpose-driven travel. By encouraging longer stays and direct bookings with local self-catering operators, “Celebreaks” support small businesses, strengthen rural and local economies, and reduce the environmental impact of travel – all while helping visitors connect more deeply with the communities they visit.
“At the Association of Scotland’s Self-Caterers (ASSC), we believe travel should nourish both the soul and the planet,” said Fiona Campbell MBE, CEO of ASSC.
“Self-catering stays offer people the chance to connect, restore, and celebrate life’s important moments – all while supporting Scotland’s communities and environment. ‘Stay. Celebrate. Belong.’ isn’t just a slogan – it’s an invitation to experience Scotland more meaningfully, affordably, and sustainably.”
Why Self-Catering? Why Now?
Self-catering accommodation offers something traditional hotels can’t: freedom. Guests enjoy the flexibility to cook together, stay longer, live like locals, and choose from a variety of settings, whether an eco-lodge in the Scottish Borders, a Highland coastal cottage, or a luxury city apartment.
Key Benefits:
- Affordable: Often lower cost per night, especially for families and groups.
- Flexible: Tailored stays for any occasion or lifestyle.
- Sustainable: Encourages longer visits, reduces environmental impact, and supports local economies.
Plan Your Celebreak
Whether you’re planning a 2026 celebration or looking for an autumn retreat this year, now is the perfect time to start. Booking early ensures the best choice of properties, dates, and offers, especially when booking direct.
Join the Celebreak Campaign
Find your perfect self-catering stay, discover exclusive offers, and be inspired at embracescotland.co.uk. Share your #CelebreakScotland moments and follow the campaign on Instagram and Facebook.
Because in Scotland, celebration isn’t just something you do – it’s something you feel.
Sustainability & Community at the Heart of Every EmbraceScotland Campaign
Sustainable Stays, Local Impact: At EmbraceScotland, we champion sustainable tourism through self-catering. By booking directly with local owners, staying longer, and supporting nearby businesses – from farm shops and local eateries to outdoor activities – you are helping reduce your carbon footprint and supporting local economies. Self-catering is a low-impact accommodation choice, and our community of operators are working towards eco-friendly practices, from using renewable energy to reducing waste. We also encourage all guests to enjoy Scotland responsibly by following the Scottish Outdoor Access Code. A self-catering stay isn’t just a great holiday – it’s a step towards more thoughtful, climate-conscious travel.
About EmbraceScotland
EmbraceScotland is the dedicated marketing platform of the Association of Scotland’s Self-Caterers (ASSC), promoting high-quality, sustainable, and inclusive self-catering accommodation across Scotland. Every property listed on the platform is part of the Committed to Quality scheme, ensuring it meets the high standards expected by visitors and the wider Scottish tourism industry. By encouraging direct bookings, EmbraceScotland helps support local businesses, strengthen rural economies, and champion responsible tourism across the country.
About the ASSC
The Association of Scotland’s Self-Caterers (ASSC), founded in 1978, represents around 1,600 members operating self-catering properties across Scotland, ranging from city centre apartments to rural cottages, lodges, chalets, and even castles. Self-catering operators are not passive landlords but active hospitality providers within the tourism sector. Their properties are legitimate businesses that significantly contribute to local and national economies.
Self-catering is a hands-on business requiring exceptional customer service, ongoing investment, and the maintenance of high standards to consistently meet or exceed guest expectations. According to the ASSC’s 2024 Member Surveys:
- 70% of self-catering operators are female
- 80% are over 50 years old
- 60% live and operate in rural or island communities
- 50% have run their business for over 10 years
- 55% manage just one property
The ASSC’s vision is to lead the development of a vibrant and prosperous self-catering sector that is pivotal to the future of Scotland’s tourism economy. The organisation is dedicated to empowering its diverse and professional membership to deliver exceptional guest experiences while supporting businesses and communities. The ASSC is committed to promoting Scottish self-catering as a sustainable, inclusive, and responsible accommodation option.