Russia Looks to Improve Hospitality Experience at World Cup With Smiling Faces

Millions of foreign tourists are heading to Russia this month for the world’s most watched sporting event, the FIFA World Cup.

As it was during the games of the 2014 Olympiad, the nation is in the grandest of sporting spotlights. This time however, Russia is trying to put on its best face, literally.

It may be a soccer tournament, but the World Cup is also a hospitality showcase, and to leave a lasting impression on visitors, Russian employees hired by FIFA to work the event, along with key transportation firms are being taught how to smile. Train conductors, hotel managers, restaurant owners and their staffs are all undergoing the exercise to buck the nation’s stereotype as an unfriendly place.

An expected 1.5 million fans will be in attendance at the 64 matches, which span from June 14 to July 15 across 11 Russian cities, meaning there should be plenty of opportunity for Russian hospitality workers to make an impression.

If the host nation plays as it did in its first match, a 5-0 victory over Saudi Arabia, there will be plenty to smile about.

Follow us on social media for the latest updates in B2B!

Image

Latest

AMAG Technology
AMAG Technology: Control, Reliability, and Customer-First Supply Chain Excellence
April 2, 2025

At AMAG Technology, being customer-obsessed goes beyond a mindset—it’s built into every part of the operation. One of the company’s greatest strengths lies in its ability to manufacture its own products, offering a level of supply chain control that few competitors can match. Allan Price, Head of Global Supply Chain at AMAG, emphasizes how this…

Read More
visitor management solution
Reinventing Visitor Management Solution with Symmetry GUEST
April 2, 2025

In an age where speed and security are paramount, the traditional paper logbook is becoming a relic of the past. AMAG Technology’s Symmetry Guest system offers a modern, digital solution that redefines the way organizations welcome and manage visitors. Gone are the days of long lines and confusion at the front desk—Symmetry Guest empowers hosts…

Read More
AMAG
Driven by Customers, Defined by Innovation: Inside AMAG’s Customer-Obsessed Approach
April 2, 2025

AMAG Technology continues to strengthen its customer-obsessed culture by actively listening to both internal and external voices. As shared by Kyle Gordon, Executive Vice President of Global Sales, Marketing, & Commercial Excellence, the company is focused on improving processes, responding with speed, and driving innovation—while honoring its legacy and delivering unique value within the industry.

Read More
biotech
Biotech Moves Smarter: IDDI Powers Data-Driven Drug Innovation
April 2, 2025

As biotech innovation accelerates, small and mid-size pharmaceutical companies are becoming key players in bringing new treatments to market. Yet many of these organizations face steep challenges when navigating clinical trial design, regulatory approval, and data integrity. According to a McKinsey Global Institute report, industries like biotech could help generate up to $50 trillion…

Read More