ASSC launch new national campaign

A new national campaign celebrating the vital role of self-catering businesses in Scotland’s visitor economy launches today at the ASSC Regional Gathering in Aberdeen.

The Great Scottish Holidays campaign, developed by the Association of Scotland’s Self-Caterers (ASSC), builds on a successful initiative (Great British Holidays) first introduced in England and Wales by the Professional Association of Self-Caterers UK (PASC UK), and is now being rolled out across Scotland.

The campaign is a thoughtful initiative designed to thank guests for choosing to stay in self-catering accommodation, and to highlight the real impact that decision has on communities right across Scotland.

At its heart, the campaign recognises that when visitors choose self-catering, they are doing far more than booking a place to stay. They are supporting a network of small, independent businesses, from local cafés and restaurants to activity providers, shops and visitor attractions – all of which support rural, coastal and urban communities across the country. In doing so, visitors are not only making a community-conscious choice, but often a more environmentally responsible one too, by choosing local and staying local.

Self-catering operators are typically micro-businesses, often family-run, and form a crucial part of Scotland’s tourism accommodation offering. Across Scotland – from cities to remote and island communities – they play an essential role in ensuring there are enough places for visitors to stay, helping to keep local economies viable year-round.

The campaign also reflects the interconnected nature of Scotland’s visitor economy. Local businesses rely on visitors to thrive, while accommodation providers depend on vibrant local amenities to create memorable experiences for their guests. It is a delicate but resilient ecosystem, where each part supports the other.

As part of the launch, the ASSC has created a new online platform featuring downloadable ‘Thank You’ posters, which accommodation providers can display in their properties. These messages are designed to warmly acknowledge guests and reinforce the positive difference their stay makes to the surrounding community.

The campaign will continue to evolve, with further resources and messaging planned to support accommodation providers and strengthen connections between visitors and local businesses. Visitors are not only making a community-

By shining a light on the wider impact of visitor choices, The Great Scottish Holidays campaign aims to encourage more mindful travel – supporting communities while creating richer, more authentic experiences for guests.

Fiona Campbell MBE, Chief Executive of the Association of Scotland’s Self-Caterers (ASSC), said:

“At a time when many businesses and communities continue to navigate significant challenges, it feels more important than ever to pause and say thank you.

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. These are real places, run by real people, where tourism income makes a meaningful difference.

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.”

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