Sofitel Legend, UNESCO launch heritage partnership starting in Hanoi

Sofitel Legend and UNESCO have launched a global partnership to preserve cultural heritage through tourism, starting at the 125-year-old Sofitel Legend Metropole Hanoi.

Luxury hotel brand Sofitel Legend and UNESCO announced the partnership on Oct. 26 to promote cultural heritage preservation, support local communities and connect travelers with local traditions.

The initiative will initially focus on Sofitel Legend Metropole Hanoi, which marks its 125th anniversary in 2026, before expanding to the brand's other properties worldwide.

The partnership covers four areas: supporting local artisans, educating travelers about heritage, showcasing local culture at hotels and encouraging voluntary contributions to heritage preservation.

With support from UNESCO networks, the hotels will work with artisans and heritage professionals to introduce guests to traditional crafts and cultural practices. Staff, particularly concierge teams, will receive training to help visitors understand local history and traditions.

Hotels will also host exhibitions and cultural activities. Guests can support UNESCO through voluntary donations via the ALL Accor Charity platform, including contributions using ALL Rewards points.

The initiative will cover both tangible and intangible heritage, including traditional craftsmanship, performing arts and oral traditions, as well as biodiversity conservation through engagement with UNESCO Biosphere Reserves.

Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery and Emblems, said the partnership reflects the brand's commitment to preserving the cultures and traditions that define destinations.

"Our responsibility is to ensure that the cultures, traditions, and artisans who give our destinations their identity are preserved, understood, shared, and transmitted onto future generations," she said.

Julien Pellaux, UNESCO's director of partnerships, said the collaboration would connect visitors with artisans and tradition bearers while helping preserve traditional knowledge and create income opportunities for local communities.

Cultural experiences in Hanoi

Sofitel Legend Metropole Hanoi will be the first property to introduce cultural experiences developed with UNESCO's Hanoi Office. The programmes will highlight the capital's history, craftsmanship and culinary traditions.

One planned activity is the Hanoi Coffee Journey, inspired by the city's coffee culture and the hotel's association with egg coffee. Sofitel Legend said the hotel introduced its version of the drink in 1946. The experience will include a coffee meditation session led by experts from Vietnamese coffee company Trung Nguyen.

Another planned experience will take visitors to Bat Trang Pottery Village near Hanoi for a guided museum visit, a traditional lunch and a pottery workshop led by a local artisan.

A guided tour of the Imperial Citadel of Thang Long, a UNESCO World Heritage Site, is also planned. A heritage specialist will explain its archaeological discoveries, historical artefacts and conservation work. Access to areas not generally open to visitors will depend on relevant arrangements and permissions.

Maud Bailly and Jonathan Baker, head of office and UNESCO representative to Vietnam, met at Sofitel Legend Metropole Hanoi on Oct. 21, ahead of the partnership announcement.

Global rollout planned

Following the Hanoi launch, the partnership will expand to other Sofitel Legend properties, with activities tailored to each destination's cultural heritage.

The brand operates five hotels worldwide, including properties in Amsterdam, Cartagena, Panama City, Xi'an and Hanoi. Several are located within or near historic areas, such as Amsterdam's Canal Ring, Cartagena's fortified city and Panama City's Casco Viejo.

Sofitel Legend is part of Accor, an international hospitality group with more than 5,800 properties in over 110 countries.