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

intelligent audio systems
Redefining Security: The Critical Role of Voice in Intelligent Audio Systems
April 1, 2025

In the world of security technology, vision has long taken precedence—cameras, analytics, and access control have dominated the conversation. But what if we’ve been underestimating our oldest, most human sense of communication: voice? The rise of intelligent audio in security systems marks a turning point in how we protect spaces and people, shifting from passive…

Read More
How PSA is Empowering Integrators to Navigate AI, Mobile Credentials, and Modern Business Challenges?
April 1, 2025

As the security integration industry contends with rapid technological advancement and increasing business complexity, many integrators are looking for the tools, training, and guidance to keep pace. At the center of this evolution is AI—transforming not just the products integrators deploy but also the way they operate their businesses. Meanwhile, the shift to mobile credentials…

Read More
biometric face authentication
Biometric Face Authentication Moves from High-Security to High-Convenience
April 1, 2025

Facial recognition technology has long hovered on the fringe of mainstream adoption, promising futuristic solutions but often shackled by high costs, limited applications, and public skepticism. In 2024, however, a pivotal shift is underway. Thanks to advances in edge devices, reduced price points, and changing attitudes toward digital identity, biometric face authentication is now…

Read More
SIA RISE
SIA RISE is Shaping the Industry Through Community and Intentional Growth
April 1, 2025

The security industry is experiencing a quiet revolution—one led not by technology alone, but by a new wave of passionate young professionals. As legacy systems give way to modern, cloud-based platforms and mobile-first solutions, the need for fresh perspectives, diverse skill sets, and energized leadership is more pressing than ever. One organization at the forefront…

Read More