|Joas Kahembe at this year's Karibu Fair in Arusha.|
Born in Karagwe in 1942, he worked as a coffee taster and in other capacities in the Tanzanian coffee industry between 1966 – 1979. He resigned from the coffee industry in 1979 and in 1980 began to develop cultural tourism activities through experience he gained during his international travels.
In 1992 he addressed the annual meeting of the Tanzania Tour Operators (TATO) and only two of TATO’s members at that meeting considered his concept of cultural tourism worth offering to their clientele. Other tour operators decided that ‘luxury tourism’ was inconsistent with exposing foreign visitors to a Tanzanian cultural experience.