Val explained that restaurants, bars, hotels, and event-related businesses have struggled with labour shortages for years, even before the pandemic. With thousands of additional tourists expected in Toronto, hospitality operators must now manage longer operating hours, increased customer volume, and heightened expectations from international guests visiting Canada for the first time.
She emphasized that businesses succeeding during the World Cup will be those that prepared early by hiring, training, and retaining staff ahead of the rush. Val noted that burnout and employee turnover remain major concerns, especially in an industry where staffing instability can directly affect customer service and brand reputation.
Beyond frontline restaurant workers, she highlighted growing demand for cooks, managers, security personnel, purchasing teams, and back-office hospitality support staff. Val also stressed that Toronto’s global reputation is on the line, with visitors likely to judge the city based on service quality, transportation, safety, and overall guest experience during the tournament.
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