As has been mentioned so far, tourism presents itself as a sector full of diverse experiences and cultural interactions that provide fertile ground for lifestyle entrepreneurship. Their unique characteristics promote a distinct approach to recognizing opportunities, shaping the way they identify them and capitalize on their business potential. In this context, passion acts as a guiding light, fueling the entrepreneur’s observation skills and allowing him to identify unmet needs and potential gaps in the market. This means they are very well positioned to be alert to opportunities (see box on entrepreneurial alertness) to create authentic and personalized experiences aimed at specific segments or niches, often drawing inspiration from their own travel experiences and local knowledge. Take the case of Filipa who, together with a former American colleague, realized the opportunity to offer gastronomic tours.