Female entrepreneurship is currently a topic of interest as a factor that has an impact on the macroeconomic policies of countries. For this reason, gender studies in entrepreneurship are recognized by international organizations that encourage such initiatives, a fact that has prompted academics to study this issue. In order to analyze the potential of female entrepreneurs in the tourism sector of Florianópolis (Santa Catarina), a descriptive study was conducted with thirty-five businesswomen involved in this economic activity. The results revealed that 68% of the respondents classified themselves as entrepreneurs, according to the instrument developed by Carland, Carland and Hoy (1992), with na average of 19.9 out of 33 possible points. The statistical tests confirmed the existence of significant differences between the mean values obtained by this segment and the other interviewees, in relation to personality traits, strategic attitude, and risk-aking. However, the research revealed that there is no statistically significant association between entrepreneurial potential and age, education or income, or with the industry in which they work, or the length of time the company has been in existence.