Moreira, AntonioCarvalho, Luísa Margarida Cagica2026-02-032026-02-0320162326-91032326-9111http://hdl.handle.net/10400.2/21140The chapter presents an entrepreneurial perspective to rural tourism. It is based on the utilization of endogenous resources that exist within a rural region, and leads to a group of business opportunities related to tourism, craftwork, and agriculture, which are taken into account to define the strategic objectives for the ADRIMAG region. The chapter follows a qualitative approach to business opportunities. Through our analysis, it was possible to create, in a simple manner, a group of business opportunities based on the endogenous resources of the region. With this study, we expect to bring forth an entrepreneurial perspective that will sustainably foster tourism development within rural regions, but with high potential for tourism attraction.engbook part2026-01-27cv-prod-36732310.4018/978-1-4666-9567-2.ch017