Joe immigrated from Nazare, Portugal in 1983 with his wife and son. In Portugal, Joe worked as a meat cutter in his father's meat shop with his brother. Being a newcomer to Canada, he continued his father's legacy of persisting in the meat business. After owning his own business and working in several areas of the meat businesses, it no longer excited him.

Joe decided to learn more about health and safety in Canada. Therefore, he joined St. John's Ambulance as a volunteer. Joe had already known most safety procedures, having been a volunteer firefighter/paramedic when he lived in Portugal.

He slowly started working for a local charter company in his spare time. Joe finally knew where his heart really lied; in the travel and tourism industry. Joe is so passion-driven by his work and that is what has led him to be as successful as he is today.

Joe would have never made it this far without the support and aid of his wife and children. His family would help him plan itineraries across Canada and the United States, book hotel rooms and gain knowledge regarding historical and current events in relations to organizing tours. That is what distinguishes Mafra Tours from many of the larger charter companies who choose to plan standard routes and trip packages, where Mafra Tours customizes and makes every trip as memorable and personal as possible.