Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery & Emblems and Jonathan Baker, Head of office and UNESCO representative to Vietnam at Sofitel Legend Metropole Hanoi on October 21 2026.Sofitel Legend, a collection of five luxury hotels, has announced a global partnership with UNESCO to preserve and promote local crafts and traditions through travel. The initiative will launch at Sofitel Legend Metropole Hanoi. It aims to connect guests with local heritage while supporting artisans and cultural specialists.
The partnership seeks to make tourism a tool for cultural preservation. It will focus on living traditions and biodiversity conservation, while creating opportunities for guests to experience the cultural identity of each destination.
Cultural experiences in Hanoi
At Sofitel Legend Metropole Hanoi, guests can take part in pottery workshops in Bát Tràng village and enjoy exclusive tours of the Imperial Citadel of Thăng Long.
These experiences offer insights into Vietnam's history, craftsmanship and cultural traditions. They also bring visitors closer to local artisans and heritage specialists.
Luxury hospitality meets cultural preservation
Maud Bailly, CEO of Sofitel Legend, said: “Our alliance with UNESCO reflects a deeply held belief: luxury hospitality must extend beyond accommodation to become a true bridge between cultures.”
Julien Pellaux, UNESCO's Director of Partnerships, added: “Together with Sofitel Legend, we aim to bring visitors closer to artisans and tradition bearers whilst supporting the transmission of knowledge.”
Expanding the initiative worldwide
The partnership will gradually extend to other Sofitel Legend properties worldwide. Each hotel will develop experiences that reflect its destination's distinctive cultural heritage.
Beyond enriching the guest experience, the initiative aims to support local communities. It will help create employment and income opportunities for artisans and heritage specialists.
Through the collaboration, Sofitel Legend and UNESCO seek to position tourism as a driver of cultural preservation, knowledge-sharing and sustainable local development.
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