“I’ve always had wings”: How Pura's Gaby Valdez is leading the way for women in travel in Peru

In an industry long shaped by men, Gaby Valdez never asked for permission. She simply led the way.

From the cobbled streets of Cusco to the Inca trails of the Sacred Valley, Gaby has spent over thirty years redefining what it means to be a guide, a leader and a woman in tourism. With a sharp mind for logistics and a deep love for her country, she now runs Pura Aventura’s team in Peru - but her story is rooted in something far greater than spreadsheets and schedules.

From the classroom to the mountains

It began with a moment of quiet encouragement. “You speak English,” her father, a UNESCO director, once told her. “You should study tourism.” At a time when few women entered the field, Gaby took the advice to heart, earning her degree in the only Peruvian university offering tourism studies at the time.

For the past three decades, she's navigated the complexities of the industry and shared some thoughts on what it takes to thrive in a space traditionally dominated
by men.

Gaby's journey with Pura began over 20 years ago. At the time, she and her husband Pepe were operating a small tour company in Peru. Over the years, the partnership with Pura has grown and led to Gaby managing Pura's Peru office.

However, Gaby's role extends far beyond administrative work. As we spoke about outdoor guiding, a Cheshire cat grin grew, and she couldn't hide the obvious truth that this is where her passion lies. One of her proudest achievements has been helping us develop hiking tours that help sidestep the crowded, noisy rush to Machu Picchu.

Preserving cultural traditions

Gaby’s impact goes beyond the trail. A key part of her work with Pura has been to connect travellers to local experiences which preserve ancient traditions.

One incredible project is the women's weaving corporation in Chinchero, a village known for its vibrant textile heritage. The group, led by Nilda Calleñaupa, works to preserve and promote the traditional weaving techniques passed down through generations.

“The ladies from the family were very concerned about how this ancient technique was being lost because of synthetic fabrics and machines, and, you know, this is cheaper than what they were doing", Gaby explained. “So, Nilda got this group of ladies and tried to recover how their grandmothers had taught them the techniques. Now it has grown into a non-profit organisation supporting over ten Andean communities."

Female power

Despite telling me that the norm is to have a male guide on the Inca trail, Gaby insists she never felt held back. "I've always been very brave and determined about what I wanted to do," she says. But she knows that not all women have the same opportunities. While she feels supported in the tourism industry, she highlighted the broader challenges women face in various other sectors.

“I have a phrase from my father, he always said to me that I have wings to fly to wherever I want in life. Unfortunately, I guess, there are many women who cannot have wings to fly as high as they would like. Unfortunately, many women still don't have the freedom to soar as high as they can," she reflected.

She celebrated the strength of the women around her, particularly the Andean women she interacts with in her work. "Many of these women work hard every day, taking care of children, tending to animals, and working the land. They are the backbone of their communities," she says.

Ask her about her own experiences out on the trails, and a smile grows: “Actually, one of the things that I still joke about is that when we women are guiding, we can do things much better. We don't breathe as high as so many guys that I see who are breathing and sweating. Especially when we hike Machu Picchu Mountain, which is a technical hike, I always think inside of me, "ha ha ha", I'm doing better than that, I'm not even breathing hard at all. I'm strong.

The next generation

For women looking to make their mark in tourism, Gaby's words are loud and clear. "If you want to do something in life, you have to love it," she advised. "It's not always easy, and it can take time, but if you are passionate about what you do, you will never stop learning and improving.

She emphasised that resilience and persistence are key. "Today's generation sometimes expects immediate success, and when it doesn't happen, they get frustrated. But remember, it's a process. If you love what you do, you'll keep improving, and you'll be successful."

Gaby represents the power of female leadership in preserving culture, fostering sustainable tourism and breaking industry barriers.

As tourism in Peru continues to grow, women like Gaby are leading the charge, proving that with passion, determination, and a love for their culture, women can shape the future of travel and inspire others to do the same.

A final word from the author

During my time in Peru, I connected with the most incredible women. I watched intricate and ancient weaving techniques, shared bus journeys, squashed elbow-to-cheek with joyful women, and admired their beautifully patterned dresses. But mostly, I witnessed their sheer determination. I was left in awe. Then I experienced that same feeling of pure admiration after speaking with Gaby.

As a young female, with a love for travel, outdoor adventure and community, I listened without breaking my smile, as she spoke. It was so refreshing to hear from someone so inspiring, who has consistently stuck at something that they love, year after year. Thank you, for all the work you do Gaby. To any women reading this, I hope you can relate and feel inspired to pursue what you love each day.