The impact of intercultural communication on tourism and its challenges. The case of the tourist boom in Albania, year 2023

Albania, for the summer season, marked an extraordinary tourist boom, in all types of tourism (coastal, mountain, tourist, culinary, historical, dental, etc.). Thanks to technology, this resonated in various media in all parts of the world, because through communication through the highest technology, we come into contact with people who are very different from us. But, of course, like any good, and this is accompanied by its own challenges, the fulfillment of goals for increasing quality and many factors that accompany it. Growing businesses find they must sell globally to compete. Moreover, there are other factors in the buying of the global market, in this case the tourist market. It is known that tourism brings benefits to tourism communities, which thrive as a result, and that interacting with tourists can foster a sense of cultural pride and open a window to the outside world. This paper aims to identify, show, analyze and highlight which aspects of communication should be used to improve, change, or transform the approach of tourism to the challenges of intercultural communication. What are the goals, expectations and costs related to this and how do the contexts present different cross-cultural challenges? How much, economic development, will lead to increased demand for intercultural communication and vice versa seeing that economic developments promote intercultural interactions