Chief Executive, Association of Scotland's Self-Caterers (ASSC)
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.
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.