Sofitel Legend and UNESCO unite to preserve cultural heritage through travel

Sofitel Legend and UNESCO have announced a global partnership designed to place cultural heritage preservation at the heart of the travel experience.

Through this collaboration, both organisations 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.

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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.

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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 Thang 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 formalises 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.

Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery & Emblems said Sofitel Legend believed the future of luxury travel must be authentic, committed and sustainable.

“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.

Julien Pellaux, Director of Partnerships, 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.”

To bring this ambition to life, the partnership was launched 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.

The partnership will gradually be expanded across Sofitel Legend properties worldwide, adapting to the unique cultural identity and preservation priorities of each destination.