The senior tourism segment has acquired vital importance in the tourism industry and is characterized by longer stays, less seasonality and greater spending than other segments. There are, therefore, unexploited business opportunities with this kind of visitor. The purpose of this paper is to identify the link between the business opportunities within the framework of senior tourism and several factors linked to the hotel and catering and services industry. This research focuses on the Region of Murcia on the Spanish Mediterranean coast and analyses the factors that affect greater entrepreneurship level in this region. The results confirm that the environment, social and commercial networks and sustainability have significant effects on the recognition of opportunities.