Accor has signed a three-year partnership with World Monuments Fund to protect cultural heritage, strengthen local communities and curb overtourism.
The partnership aims to distribute tourism flows, showcasing monuments and heritage places beyond traditional tourist hotspots, and help new destinations emerge, “through thoughtful, sustainable development”.
As part of this partnership, Accor will “actively participate in WMF’s schemes to train local communities and work with authorities to develop sustainable tourism, ensuring that sites are preserved.
The move comes as tourists are increasingly targeted by locals who are fed up with overtourism.
As reported in Karryon earlier this, Barcelona saw mass protests during the peak summer season and tourists water bombed at various hotspots, as locals’ patience ran out.
WMF CEO Bénédicte de Montlaur says both Accor and WMF are dedicated to developing and promoting innovative travel solutions that address challenges and contribute to sustainable progress, rather than exacerbating existing issues.
“At WMF, we believe that sustainable tourism is crucial for the protection of cultural heritage. When tourism is managed responsibly, it not only preserves sites but also strengthens local communities by fostering socioeconomic growth.
“One of our key priorities is to ensure that tourism helps communities build the capacity to manage their sites effectively, providing long-term benefits that protect heritage while promoting sustainable development.
“This collaboration with Accor enables us to further our mission of preserving the world’s cultural treasures, while also advancing sustainable tourism. With Accor’s support, we will continue to protect heritage sites and empower local communities to thrive.”
Accor Chairman and CEO, Sébastien Bazin, says, “Through this meaningful partnership, Accor is deepening its commitment to safeguarding the cultural heritage while preserving the world’s most cherished destinations.
“This collaboration also aims to foster new initiatives for a sustainable and responsible development of the travel sector. We continue our purpose to pioneer the art of responsible hospitality, connecting cultures with passion and generosity.”
The first initiatives in the partnership will begin in 2025.
