The Challenge
Visit Shipshewana recognized a proactive opportunity to enhance the visitor experience by equipping local residents with the knowledge and confidence to serve as authentic community ambassadors. While tourism was steadily growing, the town’s limited workforce and the unique customs of the Amish community created gaps in visitor support. They needed a solution that would preserve cultural authenticity while empowering locals to share the story of Shipshewana with pride and accuracy.
The Solution
Choosing a Partner That Understands Small-Town Hospitality
Visit Shipshewana explored several ways to strengthen local readiness for increased tourism, ranging from printed guides to community workshops, but none provided the structure, flexibility, and customization they needed. They sought a solution that would allow them to create their own branded program while ensuring cultural sensitivity and relevance to the unique lifestyle of the town’s Amish and non-Amish residents.
They discovered Learn Tourism through industry referrals and were immediately drawn to the platform’s ability to deliver white-labeled learning experiences, combine local storytelling with professional training, and offer easy content updates and learner tracking. Learn Tourism’s nonprofit mission and proven success working with other destination marketing organizations solidified the decision.
“We wanted something simple, local, and authentic—this course gave us all of that and more. It feels like ours, and it’s already making a difference.”
— Visit Shipshewana Program Coordinator
The Results
Building Confidence and Connection
Working alongside Learn Tourism’s instructional design team, Visit Shipshewana developed a one-of-a-kind Tourism Ambassador Course tailored to their local context. The curriculum emphasized:
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Shipshewana’s history and cultural values
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Best practices for guest interaction and respectful communication
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How to answer common visitor questions with confidence and warmth
To deepen community engagement, Learn Tourism’s CEO visited Shipshewana in person and delivered a live workshop to more than 30 residents. This personal connection reinforced the town’s sense of pride and set the tone for the course’s success.
The online course offered flexibility and accessibility for learners, while in-person certificate ceremonies helped reinforce the value of participation.
“Very informative and a great customer service tool. I now understand how to better represent our community.”
— Renee Harville, Course Graduate
With the platform in place, Visit Shipshewana empowered local champions to greet visitors with warmth, cultural awareness, and a deeper sense of place, making each visit to Shipshewana more memorable and meaningful.
Additional Media
CVB educates businesspeople in tourist relations
