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.

Latest

Empowering Better Communication among Community Healthcare Stakeholders
April 23, 2021
The challenges healthcare executives and administrators face are constantly changing. Host Kevin Stevenson talks with the heroes behind the heroes that are enabling hospitals, urgent care centers and telemedicine Read more
How a Year of Disruption Bred Unprecedented Innovation in Education
April 23, 2021
How do you extrapolate insights on pandemic leadership, the role of women in EdTech, and the dynamics of Zoom in just over 20 minutes? Listen to Kelli Campbell, President of Discovery Education as she Read more
The Valve Chronicles: Pressure Control Guideline Differences in Aircraft Fueling Operations Between the US & Europe, Part 2
April 22, 2021
  On this episode of The Valve Chronicles’ look at the differences in aircraft fueling operations between the US and Europe, Cla-Val’s Tom Boriack, Global Market Manager for Fueling, and Richard Hooton, Market Read more