UNESCO and Sofitel Legend outline heritage travel partnership starting in Hanoi

UNESCO outlined a three-year partnership with hotel brand Sofitel Legend on October 29, 2026, aimed at linking travel experiences with cultural heritage preservation. The program will begin at Sofitel Legend Metropole Hanoi before gradually expanding to other hotels, according to UNESCO's announcement.

The initiative has four strands: working with local artisans and heritage professionals, educating travelers, presenting local culture inside hotels and facilitating voluntary donations. UNESCO said hotel employees, beginning with concierge teams, will receive training to help guests understand destinations' history and living traditions. Exhibitions, meetings with artists and displays of craftsmanship are also part of the plan.

Hanoi will be the pilot destination, with UNESCO's local office and the hotel developing an initial set of experiences with local partners in the coming months. The hotel marks its 125th anniversary in 2026. VnExpress International independently reported the Hanoi-first rollout and the four areas of cooperation, including support for local communities and opportunities for visitors to encounter traditional crafts.

Proposed Hanoi activities include a coffee experience with specialists from Trung Nguyen, a half-day visit to Bat Trang pottery village and an expert-led visit to the Imperial Citadel of Thang Long. The pottery outing is described as combining a museum visit, lunch and a workshop with an artisan. VnExpress noted that access to citadel areas not normally open to visitors would depend on arrangements and permissions; the announcement should not be read as a guarantee of unrestricted access.

What to watch

• UNESCO's Hanoi office and the Metropole said they will develop the first portfolio of local experiences in the coming months, followed by a gradual rollout to other Sofitel Legend hotels.
• The partnership provides for voluntary contributions through the ALL Accor Charity platform, including donations of ALL Rewards points, to support UNESCO's heritage work.