Sofitel Legend and UNESCO have announced a global partnership to support cultural heritage preservation through hospitality and travel experiences. The collaboration aims to raise awareness of local craftsmanship, safeguard living traditions and strengthen connections between travellers and the cultural identities of their destinations.
The two organisations plan to use hotels as platforms for cultural discovery while supporting the transmission of traditional knowledge across generations.
Partnership Extends Beyond Historic Sites
Cultural heritage preservation encompasses more than historic monuments and architectural landmarks. It also includes living traditions, performing arts, oral histories and artisanal craftsmanship that shape local identities.
Through the partnership, Sofitel Legend and UNESCO will support initiatives that connect travellers with these traditions. The collaboration will also address biodiversity conservation through engagement with UNESCO Biosphere Reserves, which protect wildlife, plant life and living landscapes.
The initiative reflects a broader approach to heritage preservation, linking nature, culture and the communities that sustain them. Beyond protecting existing sites and traditions, the partners aim to help ensure that local knowledge and cultural practices continue across generations.
Sofitel Legend operates properties in or near UNESCO World Heritage sites, including Amsterdam’s Canal Ring, Cartagena’s fortified city, Panama City’s Casco Viejo and Hanoi’s Imperial Citadel of Thăng Long. These locations illustrate the brand’s plans to contribute to local cultural preservation and transmission.
Four Commitments Guide the Partnership
The agreement establishes four areas of cooperation, positioning hotels as gateways to local heritage and cultural discovery.
– Supporting local communities and artisans: Sofitel Legend hotels will work with artisans, creators and heritage professionals identified with support from UNESCO networks. Dedicated guest experiences will showcase local craftsmanship and help sustain traditional practices.
– Educating and inspiring travellers: Hotel teams, particularly concierges, will receive training drawing on UNESCO’s expertise. The programme aims to help staff explain each destination’s history, traditions and living heritage to guests.
– Creating cultural platforms within hotels: Properties will host exhibitions, artistic encounters and curated displays of local artisanal creations, providing spaces for cultural expression.
– Contributing to heritage preservation: Voluntary donation initiatives will enable Sofitel Legend and its hotels to support UNESCO financially through the ALL Accor Charity platform. Guests will also be able to donate their ALL Rewards points.
Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery & Emblems, said:
“Our alliance with UNESCO reflects a deeply held belief: luxury hospitality must extend beyond accommodation to become a true bridge between cultures. At Sofitel Legend, we are privileged to care for places shaped by History with a capital H. Our responsibility is to ensure that the cultures, traditions, and artisans who give our destinations their identity are preserved, understood, shared and transmitted on to future generations. We believe every journey can become an act of preservation and transmission, helping keep local cultures vibrant and alive for generations to come.
At Sofitel Legend, we believe the future of luxury travel must be authentic, committed and sustainable.”
Julien Pellaux, Director of Partnerships at UNESCO, said:
“Heritage lives through the communities that carry it forward. Together with Sofitel Legend, we aim to bring visitors closer to artisans and tradition bearers while supporting the transmission of knowledge and creating employment and income opportunities for local communities. This partnership reflects a shared ambition: making tourism a driver of heritage preservation and local development.”
Sofitel Legend Metropole Hanoi to Lead the Rollout
The partnership will begin at Sofitel Legend Metropole Hanoi, which is celebrating its 125th anniversary. Working with UNESCO’s Hanoi Office, the hotel will introduce a series of cultural experiences that connect guests with Vietnamese traditions and historical sites.
The initial programme includes three experiences.
Hanoi Coffee Journey
In 1946, Sofitel Legend Metropole Hanoi gave rise to its now-famous Egg Coffee. Building on this history and Vietnam’s broader coffee culture, the hotel will offer a coffee meditation experience led by experts from Trung Nguyen Coffee, which the source identifies as Vietnam’s leading coffee brand.
Immersion in Bát Tràng Pottery Village
Located about 30 minutes from Hanoi, Bát Tràng will host guests for a half-day cultural experience with local residents. The programme includes a guided museum visit, a traditional lunch highlighting the village’s culinary heritage and a hands-on ceramics workshop led by a master artisan.
Visit to the Imperial Citadel of Thăng Long
Guests will visit the Imperial Citadel of Thăng Long with a heritage specialist. The experience will include access to archaeological remains and historical artefacts that are not generally open to the public.
The visit will explore the site’s thousand-year history while highlighting ongoing conservation and archaeological work.
Global Expansion Planned Across Sofitel Legend Hotels
Following the Hanoi launch, Sofitel Legend plans to expand the partnership across its properties worldwide. Future initiatives will reflect the cultural identity and preservation priorities of each destination.
The collaboration seeks to integrate heritage education, community engagement and preservation support into the hotel experience, while creating opportunities for travellers to connect with local traditions.
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