This research emphasises the importance of the linguistic and translation competences of tourist guides as they are significant not only in enhancing the experience for tourists and visitors by providing information about the destination, but also in its representation. In the profession of a tourist guide, translation challenges are common. These challenges often arise from cultural and contextual differences, requiring guides to navigate a complex landscape to effectively communicate with tourists. After the work of Bakhtin these distinct linguistic varieties are often called heteroglossia by theorists. Tourist guides face many translation challenges also due to the diversity of languages spoken by tourists coming from various countries, each with its own language and dialects. This linguistic diversity demands that tourist guides possess good language education, have good command of foreign languages and the knowledge about translation tools to bridge the communication gaps. The need to properly and accurately convey information while maintaining cultural nuances represents a constant challenge, as a slight misinterpretation can impact the overall tourism experience. Nowadays, with the help of diverse digital tools, it is easier than in the past; however, many challenges remain. This study analyses some of them by employing the methods of content analysis and semi-structured interviews with tourist guides.