About the ASSC
The ASSC is the only trade association representing the self-catering sector in Scotland.
Founded in 1978, the Association of Scotland’s Self-Caterers (ASSC) is Scotland’s only trade body dedicated exclusively to the self-catering sector. We represent and champion the interests of professional self-catering operators, providing a strong, informed voice for the industry at local and national level.
With over 1,500 members, we support the operation and promotion of tens of thousands of self-catering properties – from rural hideaways and island pods to city-centre apartments and coastal cottages. Our members deliver high-quality, authentic visitor accommodation that sustains communities, supports local supply chains, strengthens regional economies and enhances Scotland’s tourism offer in every corner of the country.
The ASSC is more than a trade association, it’s a community. Our members form a professional, knowledgeable and supportive network, sharing insights, challenges and successes. Through workshops, forums, expert guidance and one-to-one support, we ensure that no operator faces the evolving tourism landscape alone.
As a not-for-profit, member-led organisation, built by self-caterers for self-caterers, we work to protect, promote and professionalise Scotland’s self-catering sector. We lead a focused programme of advocacy that champions fair, proportionate and evidence-based regulation, ensuring the voices of small and micro tourism businesses are heard.
We engage constructively with government, local authorities and tourism bodies to support policy outcomes that are workable, balanced and rooted in real-world experience, helping the sector to thrive while contributing positively to communities and the wider visitor economy.
We are proud members of the Scottish Tourism Alliance Council and founding members of the European Holiday Homes Association. We work closely with key stakeholders including the Scottish Government, VisitScotland and local authorities to ensure self-catering is recognised as a vital and integral part of Scotland’s tourism economy.
Through active collaboration and informed engagement, we help shape policy, improve understanding of the sector’s economic and community contribution, and support a sustainable, high-quality visitor economy for the future.
Our Vision
To lead the support and promotion of a vibrant, resilient and prosperous self-catering sector that is recognised as pivotal to the future of Scotland’s tourism economy.
Our Purpose
To empower our diverse, professional membership, enabling them to deliver high-quality accommodation and exceptional visitor experiences across Scotland.
Our Focus
To support individuals, businesses and communities by championing self-catering as a sustainable, inclusive and responsible form of accommodation at the heart of Scotland’s tourism offer.
What We Stand For
Self-catering is more than a place to stay. It is a vital part of Scotland’s cultural and economic fabric. It offers visitors freedom, flexibility and affordability, while supporting community wellbeing, local businesses and year-round economic resilience in both rural and urban areas.
We champion a model of tourism that is community-rooted, quality-driven and future-ready. In return, we expect our members to uphold the highest professional standards through our Committed to Quality Scheme, which reflects our shared values of quality, integrity, cleanliness, comfort, courtesy and efficiency.
Through expert advocacy, practical member support, informed policy insight and strong peer collaboration, the ASSC equips self-caterers to adapt, innovate and thrive in a dynamic and evolving operating environment.
EmbraceScotland
EmbraceScotland is the dedicated marketing arm of the ASSC, created exclusively for Marketing Members. It’s more than a commission-free, guest-facing platform — it’s a collaborative community of professional self-caterers committed to quality, authenticity and responsible tourism.
Designed to build visibility, trust and meaningful connections, EmbraceScotland combines story-led marketing, practical support and peer learning to help members showcase their properties and inspire the right guests.
Marketing Members benefit from:
- Tailored marketing support, including 1:1 guidance and expert-led webinars
- A guest-facing platform that supports direct relationships and potential direct bookings
- A trusted community focused on shared learning and high standards
- Story-driven campaigns that highlight the real people and places behind Scottish self-catering
Together, EmbraceScotland empowers members to take control of their marketing success while championing community-based, responsible tourism across Scotland.
Our Commitment
The ASSC exists to influence, inform and inspire Scotland’s self-catering sector.
We will continue to lead with integrity and impact, protecting the interests of our members, ensuring their voices are heard, and securing a resilient, sustainable future for the businesses, communities and visitors that depend on us.
