ASSC EmbraceScotland Campaign: Stay. Celebrate. Belong

The Association of Scotland’s Self-Caterers (ASSC) have launched a new EmbraceScotland 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) has recently launched 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 looking for guests to plan a 2026 celebration or look for an autumn retreat this year, now is the perfect time to start getting on their radar. Make sure to include in your promotion that 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