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

cardiac care
Just Thinking… About the Role of Critical Thinking in Cardiac Care With Dr. Minh Tran
July 14, 2025

As cardiovascular disease continues to rank as the leading cause of death globally, the importance of expert cardiac care has never been more evident. The American Heart Association reports that over 800,000 Americans experience a heart attack each year, and many rely on the fast, critical thinking of cardiac specialists to survive. In an…

Read More
IP radios
Icom’s IP Radios Fill Critical Gaps in Privacy, Range, and Cost for Commercial Fishermen
July 11, 2025

Hamvention 2025 served as a platform for exploring how advanced radio technologies are supporting specialized industries. Secure and far-reaching communication remains a critical need for the commercial fishing sector. Rick Waedekin, the President of Coast Marine Marketing and Icom’s West Coast Sales Rep, spoke with Harold Whittlesy of Satellite Technical Services about the growing…

Read More
DXpedition
Icom Powers 3Y0K : Ham Radio’s Most Ambitious DXpedition to Remote Bouvet Island Part 1
July 11, 2025

Bouvet Island sits at the edge of the world. It is frozen, uninhabited, and almost impossible to access. Fewer people have set foot there than in space. That level of remoteness is exactly what makes it so valuable to amateur radio operators. The island ranks tenth on ClubLog’s list of Most Wanted DXCC entities,…

Read More
entrepreneurial success
The Hidden Key to Entrepreneurial Success: Build Momentum Through Personal Branding and Authentic Networking
July 10, 2025

What if the biggest pivot of your career started with a conversation?  In this episode of Professional Quotient, host Jason Winningham welcomes Fanny Dunagan, CEO and Content Strategist of PathLynks, LLC. Fanny shares her journey from high-pressure consulting in Singapore to founding her own media and branding company — and why learning to network…

Read More