Will Jameson set up the Lake of Stars Project in 2003 to encourage international tourism to Malawi, taking inspiration from events like WOMAD and Glastonbury. The project uses cultural tourism to generate revenue and exposure for Malawi. The project was born from a desire to raise money for a developing economy, help promote Malawi as a tourist destination and expose Malawian artists to an international audience. Will Jameson first visited Malawi in 1998 when he worked in Dwangwa as a volunteer with the Wildlife Society for 6 months. During that time he travelled to Zimbabwe, Zambia and Mozambique.