Fiona Campbell MBE is Chief Executive of the Association of Scotland’s Self-Caterers (ASSC), a role she has held since 2015. Under her leadership, the ASSC has grown to represent over 1,500 members and is now one of Scotland’s most influential tourism trade bodies. Fiona is a nationally recognised voice in tourism policy and legal reform, with a pivotal role in shaping short-term let licensing, planning law, and visitor levy policy.

She is Vice Chair of the Scottish Tourism Alliance Policy Group and a founding Director of Scottish Agritourism. Fiona also lectures on tourism regulation and legal frameworks at academic institutions including Edinburgh Napier University and the University of the West of Scotland. 

In recognition of her outstanding contribution to tourism, Fiona was awarded an MBE in the 2025 King’s Birthday Honours List. She was also named CEO of the Year 2023, Tourism Individual of the Year (West) at the 2024 Scottish Thistle Awards and Specialist Director of the Year at the 2025 Institute of Directors Awards. Her work champions fair regulation, rural enterprise, sustainable tourism, and the resilience of Scotland’s visitor economy. 

Fiona works alongside a forward-thinking and dynamic Board of Directors and leads an all-female team of passionate, skilled professionals. Together, they bring expertise in digital marketing, finance, business development, and strategic leadership all which play their part in strengthening the ASSC’s role as a vital voice in Scotland’s tourism economy.