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UNESCO and Sofitel Legend announced today a three-year partnership that places the preservation of cultural heritage at the heart of the travel experience.
Heritage professionals, artists, craftspeople, cultural practitioners, conservation specialists and local communities will share perspectives and encounters that reveal a deeper, more personal understanding of each destination, while gaining visibility and new economic opportunities. In this way, each stay becomes a way of passing on local know-how, safeguarding living heritage and sharing UNESCO’s values through direct experience.
Tourism can drive inclusive growth, cultural exchange, biodiversity protection and climate resilience, and travellers are increasingly looking for ethical, sustainable and authentic experiences. Through its network of designations, including World Heritage sites, Biosphere Reserves, Creative Cities, Intangible Cultural Heritage and Global Geoparks, UNESCO is the only international organisation mandated to identify, safeguard and promote the world’s most extraordinary places and traditions, and therefore, uniquely placed to contribute to efforts in ensuring that tourism benefits communities, destinations and the planet.
Partnership rooted in building bridges, culture and education
Direct support for local communities and artisans
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Sofitel Legend hotels will work actively with artisans, creators and heritage professionals identified with the support of UNESCO’s networks.
Traveller education and awareness
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Drawing on UNESCO’s technical expertise, hotel teams, starting with concierges, will be trained to give guests an in-depth understanding of the history and living heritage of each destination.
Cultural bridges within the hotels
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The hotels will become spaces for local culture through exhibitions, artistic encounters and the showcasing of local craftsmanship in their boutiques, creating a direct link between visitor and creator.
Contributing to heritage preservation
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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.
The journey begins in Hanoi
With Sofitel Legend Metropole Hanoi, the UNESCO Office in Hanoi will develop in the coming months the first portfolio of experiences with local partners. The partnership will connect visitors with Hanoi’s heritage, craftsmanship and history, both across the city and within the Metropole itself.
- Ha Noi Coffee Journey: The Sofitel Legend Metropole Hanoi created its renowned egg coffee in 1946. Building on this history and on Viet Nam’s strong coffee culture, the hotel offers a mindful coffee experience led by one or two experts from Trung Nguyen Coffee, Viet Nam’s leading national coffee brand.
- Immersion in Bat Trang pottery village: Located just 30 minutes from Ha Noi, this craft village welcomes guests for a half-day of exchange with its local community. The experience includes a guided visit to a local museum, a traditional lunch celebrating the village’s culinary heritage, and a hands-on ceramics workshop led by a master artisan.
- Special visit to the Imperial Citadel of Thang Long: Accompanied by a heritage expert, guests are given special access to remains and historical artefacts that are usually closed to the public. The visit offers a unique insight into the site’s thousand-year history and showcases the archaeological conservation work currently under way. As it marks its 125th anniversary, the historic hotel will serve as the pilot destination for the partnership. The model will then be gradually extended to Sofitel Legend hotels around the world, adapting in each location to local conservation needs and cultural identity.
From the 9 World Heritage Sites to the 17 elements of living heritage it safeguards, Viet Nam’s UNESCO designations showcase the country’s breathtaking beauty and the guardians of knowledge and savoir-faire behind it. Its 4 Creative Cities and 6 Learning Cities show how culture and lifelong learning drive local development. Its 12 Biosphere Reserves and 4 Global Geoparks show a commitment to living in balance with nature and protecting the Earth’s resources. Its documentary heritage, with 4 items on the Memory of the World International Register and 9 on the Asia-Pacific Regional Register (MOWCAP), keeps the nation’s collective memory accessible for generations to come.
Together, these designations reflect a country that treats its heritage, creativity and natural wealth as shared responsibilities. They also make Viet Nam a vital partner in UNESCO’s mission to contribute to efforts in ensuring that tourism benefits communities, destinations, and the planet.
