In this article, I challenge the idea of a "one-way" relationship in which tourists are supposed to contribute with economic resources and freer gender roles to the development and empowerment of "poor, rural and traditional women". By reflecting on my own located, gendered and embodied position during my ethnographic fieldwork among women performing bobbin lace in the Coast of Death (Galicia, Spain), I analyze how gender roles and stereotypes interact in both directions, leading to misunderstandings and performances of pride and resentment on behalf of the craftswomen. Some gender stereotypes associated with the craftswomen by the tourist gaze and other affective fluxes such as policies, economy and heritage regimes are not only changing contexts but also being embodied, traditionalizing the craftswomen and curtailing their flexible economic practices by transforming both crafts and bodies into something that is just "culture".