The United States is gearing up for the 2026 World Cup, and the ripple effects are already lapping at British shores. Hospitality giants like McDonald's and Marriott are announcing thousands of new posts stateside, but closer to home, the UK's tourism industry expects a spillover. Trade body UKHospitality predicts a surge in demand for British hotel and catering staff as American visitors flock to Europe before and after the tournament. Yet unions and workers warn that the jobs on offer are often zero-hour contracts or minimum wage. Sarah Jenkins reports on the 'Real Economy' of this coming boom.
For every headline-grabbing investment in US stadiums and burger flippers, there is a quieter story in Blackpool, Bournemouth, or the Lake District. British seaside towns and historic cities are already dusting off their welcome mats. Local authorities are fast-tracking 'World Cup ready' schemes to train baristas, cleaners, and receptionists. But the jobs created, say hospitality union Unite, are frequently part-time, insecure, and low-paid. They point to a 2022 study showing that one in three hospitality workers claim Universal Credit to top up their wages.
Alan Greene, a sous chef in Manchester, fears the boom will bypass workers like him. 'They'll hire students on zero-hour contracts for the summer and then let them go. We need permanent, full-time roles with a living wage,' he told me. His story echoes across the sector. Average hourly pay for bar staff in the North West is £9.50, below the real living wage of £12.00. The Regional Equality Index shows that for every £1 a London hospitality worker earns, their counterpart in Cumbria gets 73p.
The government points to its 'Hospitality Jobs and Skills' programme, launched last autumn, which aims to create 50,000 apprenticeships by 2027. But critics argue that apprenticeship wages, as low as £5.28 per hour for under-19s, are a poverty wage. Emma Hardy, Labour MP for Hull West and Hessle, said: 'We cannot have a World Cup legacy that leaves our young people exploited. We need a proper sectoral pay agreement.'
Tourism ministers insist the World Cup is a golden opportunity. They cite a VisitBritain forecast of an extra 2.4 million visitors to the UK between 2025 and 2027. The 'Feel Good' effect is expected to boost pub and hotel revenues by 8% during tournament months. But as the cost of living crisis bites, every extra pound earned is swallowed by higher rents and energy bills. In some coastal areas, the inflation rate for basic goods is 4% higher than the UK average, eroding any wage gains.
The real test will be whether this World Cup windfall translates into career progression, not just cash-in-hand work. The British Hospitality Association has promised a 'Fair Work Charter' by next year. But with no legal teeth, unions remain sceptical. For workers in the Real Economy, the promise of job creation is hollow without pay that covers the bills. As the countdown to 2026 begins, the question is not just how many jobs will be created, but how many will be worth having.
