Sofitel Legend and UNESCO join forces to act for the preservation and transmission of cultural heritage through travel
Sofitel Legend and UNESCO have formalized a global partnership centered on four pillars: supporting local artisans, training hotel staff in heritage, hosting cultural events, and enabling guest donations via ALL Accor Charity.
Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery & Emblems; Jonathan Baker, Head of office and UNESCO representative to Vietnam; Taken at Sofitel Legend Metropole Hanoi on October 21 2026. — Photo by Accor
Paris — Sofitel Legend and UNESCO today announced a global partnership designed to place cultural heritage preservation at the heart of the travel experience. Through this collaboration, both organizations are committed to raising awareness of local know-how, safeguarding living heritage, and fostering deeper connections between travelers and the cultural identities of the destinations they visit. Together, they aim to transform travel into an act of preservation and transmission of cultural heritage.
Cultural heritage beyond walls: a commitment to active preservation
Today, preserving World Heritage extends far beyond the conservation of historic monuments and architectural landmarks. It is part of a broader vision that connects cultural, natural, and living heritage.
Beyond protecting physical sites, this alliance is built on safeguarding living traditions, including oral traditions, performing arts, and artisanal craftsmanship that shape the identity and spirit of destinations. The partnership also embraces biodiversity conservation. By engaging with UNESCO Biosphere Reserves, it supports the protection of wildlife, flora, and living landscapes.
True heritage lives not only in monuments and historic landmarks, but in the enduring connection between nature, culture, and the communities that bring them to life. It is within this broader perspective that the collaboration between UNESCO and Sofitel Legend takes shape. Preserving this heritage is not only about protecting it, but about ensuring its transmission through generations, so that traditions, knowledge and cultural practices continue to thrive.
Sofitel Legend brings together exceptional addresses, each located in the heart of, or in close proximity to, 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 examples are illustrative rather than exhaustive and reflect the brand's ambition to become an active contributor to the preservation and transmission of local cultures.
A cultural partnership built around four key commitments
This global partnership formalizes a shared ambition: strengthening the role of hotels as gateways to local heritage and cultural discovery. The agreement is structured around four key pillars:
Supporting local communities and artisans: Sofitel Legend hotels will collaborate with artisans, creators, and heritage professionals identified with the support of UNESCO networks, helping showcase and sustain local craftsmanship and traditions through dedicated experiences available to Sofitel Legend guests.
Educating and inspiring travelers: drawing on UNESCO's expertise, hotel teams, particularly concierges, will receive dedicated training to help guests gain a deeper understanding of each destination's history, traditions, and living heritage.
Creating cultural bridges within hotels: hotels will become platforms for local cultural expression through exhibitions, artistic encounters, and curated showcases of local artisanal creations within their walls.
Contributing to heritage preservation: voluntary guest donation schemes will enable Sofitel Legend and its hotels to provide financial support to UNESCO via the ALL Accor Charity platform, where guests can donate their ALL Rewards points.
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.
Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery & Emblems
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.
Julien Pellaux, Director of Partnerships, UNESCO
A progressive rollout beginning at Sofitel Legend Metropole Hanoi
Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery & Emblems; Jonathan Baker, Head of office and UNESCO representative to Vietnam; Taken at Sofitel Legend Metropole Hanoi on October 21 2026.
To bring this ambition to life, the partnership will launch at Sofitel Legend Metropole Hanoi. As the hotel celebrates its 125th anniversary, this iconic property will serve as the first destination to develop a series of cultural experiences and initiatives in close collaboration with UNESCO's Hanoi Office – for example:
Hanoi Coffee Journey: In 1946, Sofitel Legend Metropole Hanoi gave birth to its now-famous Egg Coffee. Inspired by this heritage and Vietnam's rich coffee culture, the hotel will offer a coffee meditation experience led by experts from Trung Nguyen Coffee, Vietnam's leading coffee brand.
Immersion in Bát Tràng Pottery Village: Located just 30 minutes from Hanoi, this renowned artisan village will welcome guests for a half-day cultural immersion with local residents. The experience includes a guided museum visit, a traditional lunch celebrating the village's culinary heritage, and a hands-on ceramics workshop led by a master artisan.
Exclusive visit to the Imperial Citadel of Thăng Long: Accompanied by a heritage specialist, guests will enjoy privileged access to archaeological remains and historical artifacts that are not generally open to the public. The experience offers a unique immersion into the site's thousand-year history while highlighting ongoing conservation and archaeological efforts.
The partnership will gradually be expanded across Sofitel Legend properties worldwide, adapting to the unique cultural identity and preservation priorities of each destination.
About Accor, a world-leading hospitality group
Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,600 hotels and resorts, 10,000 bars & restaurants, wellness facilities and flexible workspaces. The Group has one of the industry's most diverse hospitality ecosystems, encompassing around 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. ALL, the booking platform and loyalty program embodies the Accor promise during and beyond the hotel stay and gives its members access to unique experiences. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Accor's mission is reflected in the Group's purpose: Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care. Founded in 1967, Accor SA is headquartered in France. Included in the CAC 40 index, the Group is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.