I'm going to say it and I'm aware that it's going to get immense backlash but as someone who has followed this tourney for 15 plus years it's baffling we get any coverage of it in Canada. I like it, I know what the tournament is and isn't meant to represent, and follow it out of interest in the Canadian team but there is almost nonexistent interest or awareness of it even among other NHL fans unless it happens to be on at a sports bar at lunch.
When the McDavids and Crosbys show up, people definitely are more interested even if it isn't the A team. When you have absolutely zero star power, it's not moving the needle at all.
IIHF needs to stop giving these small countries hosting rights TBH and should prioritize bigger cities and countries. I don't know how the finances work and whether the organization makes more money doing this but Latvia should not be hosting, and even pre-war neither should Belarus. There's zero appeal for players to come. Finland shouldn't really be hosting either. Few players really want to go to Finland in May. Definitely Slovenia and Kazakhstan should be a million miles away from hosting ever if they were considered, guaranteed we'd get Canada's, USA's and Sweden's Z teams to go to that.
Why the hell is Latvia and Finland hosting THREE of these tournaments in a row? And then Slovakia before that, WTH. That's four totally uninteresting countries from a typical rich NHLer's perspective. This is not a slight on those countries, I would absolutely love to visit all of them before I kick the bucket, but this is not what the WAGs of Tavares, Point, Makar, MacKinnon, Scheifele or Hall want to be doing or going to. Nor the players themselves.
If it's a pipe dream to hold it in Canada or the US, they should put these tournaments in Copenhagen, or Paris, London, Milan, Prague, Frankfurt, Geneva, Zurich, Munich, Stockholm, Vienna etc. and you will have players show up. Their families may come. It's something interesting to do and go to. It's seen as totally safe. The kids and wives will have a fantastic time shopping and going to sights.
ESPECIALLY with the spectre of the Russian war they should not be held in any former USSR countries, players just don't have interest voluntarily going near there. I guarantee if this tournament was in Paris or Munich you'd have at least a dozen more big names show up.