46 SUSTAINABLE BRAZIL Social and Economic Impacts of the 2014 World Cup
Human capital The Cup will count on thousands of volunteers – mostly bilingual The demand for human resources, which should generate hundreds of thousands of job opportunities, will not be limited to the days of the tournament, but will also extend to the period of preparations. All services directly or indirectly related to the World Cup, such as tour guides, volunteers, hotel and restaurant staff, taxi drivers, bus drivers, public servants, must be
prepared to receive tourists from all over the world. This preparation will involve an effort of local governments in training, which should include, for example, foreign language classes.Relying on qualified staff will be one of the great challenges of the 2014 World Cup, in a training effort that will also involve the private sector. In order to generate a positive image of the country, which is desired, an international service standard must be developed – starting from service at airports,