Emima, the founder of Rubaba Safaris and Tours, worked in an international organization as a health care provider in the Iringa region, located in the heart of Tanzania. There are always lots of tourists visiting Iringa due to its well-known rich natural environment. However, despite the developed tourism industry, Emima felt bad for the women who were still economically marginalized.

“Before starting the business in 2016, I worked as a health care provider for an international organization and met various patients. Among them, there were many talented women who knew how to make traditional Tanzanian clothing or baskets. However, many of them were unable to make a living from their skills, and those who worked as artists still faced economical challenges.”

Emima always felt sorry for these passionate women and local artisans as patients. Hence, naturally she began to think about how she could support their economic growth and independence.

“As a woman and an entrepreneur, I sincerely understand the struggles of women and local artisans. I too have often encountered challenges in gaining credibility and respect. Regarding these experiences, my determination and passion for empowering my local community fueled my drive.”

Meanwhile, Emima often saw foreign colleagues and volunteers struggling to adapt to the local community. Whenever she saw them struggle, she would help them find accommodations or interpret. Sometimes she showed them around like a tour guide and, suddenly, she wondered: “What if other women could work as guides just like me?”

“I recognized the need for a unique approach in the tourism industry. Not the one that only provides memorable travel experiences, but also contributes positively to the local economy and promotes economical independence and growth of women.”

After careful consideration, Emima started Rubaba Safaris and Tours in 2019 to create jobs and empower women. She is trying her best for the local community to grow together.

Rubaba Safaris and Tours actively employs women from Iringa as tour guides. Moreover, Emima supports students interested in tourism to attend university. 80% of those who worked here say that they have discovered new possibilities for independence, and their confidence and self-accomplishment have increased. 

“Through this job, I was able to pay for my tuition fees, earn living expenses, and help my family working in agriculture. Now I can say that I am confident to carry on my college studies and help with my life.”

- Gladness Maluli, a staff at Rubaba Safaris and Tours’ office -

Furthermore, Rubaba Safaris and Tours collaborates with local artists to stimulate the local economy. Emima's office is filled with traditional costumes, paintings, and crafts handmade by these artists. These handmade products are sold as souvenirs of the tour. Emima also tries her best to improve the quality of the products and expand into the international market.

“I believe their works have the potential to preserve the precious culture of Iringa and promote cultural values widely. To achieve this goal, I will keep on actively supporting artists to participate in education and various exhibitions.”

Emima will continue to develop sustainable livelihoods for women and the local community based on the rich nature and cultural heritage of Iringa. Additionally, she wishes women to build up leadership skills and engage in various fields in the future. She will keep on providing opportunities for women and local artisans for economic growth by encouraging the local community to participate. Would you like to join the journey of Rubaba Safaris and Tours in pursuing the development of the local community and women?