Our History
The Story of the Association of Scotland’s Self-Caterers (ASSC)
Founded in 1978 by a group of inspired self-catering owners, the Association of Scotland’s Self-Caterers (ASSC) was established to promote and support the traditional self-catering sector across Scotland. Since then, the ASSC has grown from a modest grassroots collective to the authoritative voice of professional self-catering, representing a resilient, innovative and economically vital industry.
From the outset, the ASSC was guided by core values: quality, integrity, cleanliness, comfort, courtesy and efficiency. These principles remain at the heart of our Code of Conduct today and continue to shape our advocacy, policy, and member services.
By 2018, the ASSC had celebrated 40 years of service, having expanded to over 650 members representing more than 7,000 properties across Scotland – from the Borders to Shetland. We marked this milestone with a commemorative event at the Scottish Parliament, where former Chair David Smythe MBE warned of the potential regulatory risks the sector could face – an alarm that proved prescient.
A Timeline of Impact
1978–2010s
The early decades were shaped by steady growth and community-building. As a founding member of the European Holiday Homes Association (EHHA), the ASSC forged strong links across Europe, promoting Scotland’s distinctive rural and urban accommodation. In 2015, under its first Chief Executive, Fiona Campbell, the ASSC underwent a brand refresh to better align with its vision of a vibrant, professional, and prosperous sector.
2017–2020
This period marked a turning point as scrutiny of the newly coined ‘short-term lets’ increased. The ASSC played a leading role in consultations with the Scottish Government’s Expert Panel on the Collaborative Economy, advocating for fair and evidence-based regulation. In 2017, we launched our industry Code of Conduct, setting standards for professionalism and safety.
When the COVID-19 pandemic struck in 2020, the ASSC stepped up. We were at the top table with the Scottish Government and key industry groups, disseminating over 240 news updates in the first six months of the crisis, fighting for fair grant eligibility, and developing sector-leading cleaning protocols, endorsed across the UK and beyond. Our lobbying resulted in an early reopening for self-catering, injecting £20m into the Scottish economy.
2021–Present
As the sector emerged from the pandemic, new legislative challenges loomed, particularly in the form of Short-Term Let (STL) Licensing and Planning Control Areas. From 2021 onwards, the ASSC dedicated substantial resource to advocacy, legal action, and member support. In 2023, members of our community successfully challenged the City of Edinburgh Council’s unlawful licensing policy in court. We continued to push for proportionate, fair, and practical regulation, and provided detailed policy alternatives to support Scotland’s tourism recovery.
Meanwhile, our membership more than doubled between 2019 and 2022, reflecting the increasing reliance of operators on our support. We launched new digital services, including a revitalised EmbraceScotland marketing platform, CEO surgeries, and a thriving WhatsApp community.
In 2025, the ASSC launched its first comprehensive Climate Action Plan, reaffirming our commitment to leading the sector towards a low-carbon, climate-resilient future. Guided by the principles of being Sustainable, Achievable, and Meaningful (SAM), the plan aligns with the Glasgow Declaration on Climate Action in Tourism. It sets out a clear roadmap focused on five core pathways: Measure, Decarbonise, Regenerate, Collaborate, and Finance. From establishing a Responsible Tourism Hub and promoting low-carbon operations to advocating for green finance and launching a “Stay Green in Scotland” visitor campaign, the plan supports our members in embedding sustainability into their operations. Our aim is for 35% of members to have adopted identifiable climate-positive practices by 2030, ensuring Scotland’s self-catering sector not only meets environmental responsibilities but also enhances its long-term resilience.
Today
Now with over 1,600 members, the ASSC is more active than ever. We are leading the charge for sensible reform of STL Licensing and Planning, opposing disproportionate Visitor Levy plans, and preparing the sector for the loss of the Furnished Holiday Let tax regime.
Despite a challenging regulatory environment, we remain optimistic. Our members are deeply embedded in communities, delivering year-round economic value, particularly in rural and island areas. Through collaboration, policy leadership, and a strong member network, we will continue to support, represent and celebrate Scotland’s professional self-caterers.
As we look ahead, the ASSC remains committed to sustainable growth, fair regulation, and championing a sector that offers exceptional experiences to millions of visitors every year.
