“Wouldn’t it be amazing if we could set a standard for what’s possible in the balance between nature and humanity, and culture and tourism.”
Mark Shuttleworth, Founder of HBD Príncipe
Who we are
Our ethos when HBD Príncipe was founded more than a decade ago was rooted in the understanding that what makes Príncipe so special already exists, and must be preserved.
While those roots have grown and our operations have branched out, our guiding principle has remained the same. Preservation of Príncipe and respect for its people underlines everything we do, and it always will.
HBD Príncipe is an ecotourism and agroforestry business based in the twin-island nation of São Tomé and Príncipe. With four unique boutique hotel properties as well as agricultural operations, our focus is on the sustainable development and conservation of Príncipe.
We hope that our achievements, now and as we evolve, will see Príncipe Island considered an inspiring example of sustainable development. As well as being an inspiration to the rest of the world, we aim to show how private investors can work together with regional government and local organisations for good.
Our vision and mission
Our Vision
Sustainable social and economic development in Príncipe and conservation of the island’s UNESCO Biosphere Reserve.
Our Mission
To become a global inspiration through sustainable integrated ecotourism, agroforestry, support services and social initiatives.
History of HBD
The fate of Príncipe’s pristine wilderness hung in the balance in 2010, when the national government proposed allowing a major palm oil producer to clear more than 1,000 hectares of land in the north of the island, at Sundy, for plantations.
Despite the proposal involving significant investment on an island facing a multitude of challenges including irregular electricity supply, a lack of solid economic and social infrastructure and communities affected by widespread poverty, Príncipe’s regional government opposed it, believing that introducing palm oil plantations would jeopardise the island’s future.
Instead, they chose to work in partnership with South African entrepreneur Mark Shuttleworth, whose vision for the island aligned with their own. Mark had developed a deep connection with Príncipe and its people, coupled with a firm belief that the best way to preserve and protect the island’s natural heritage was through sustainable development. To this end, in 2010 he founded the ecotourism and agroforestry group HBD Príncipe (HBD) and was granted permission by the government to invest in several areas in the North of Príncipe, including Bom Bom and Sundy.
A major milestone came in 2012, when the combined efforts of the government, local community and HBD saw Príncipe designated a UNESCO Biosphere Reserve: a protected area of global significance, where human communities work in harmony with the environment to conserve its biodiversity while developing a sustainable economy.
Alongside environmental and social initiatives, HBD has four hotels—Omali on São Tomé, and Bom Bom, Roça Sundy and Sundy Praia on Príncipe Island—, agricultural operations, a carpentry workshop and a range of support services in our portfolio.
Our Name
Our name HBD is inspired by the expression ‘here be dragons.’
This phrase is said to have been used by early map makers to mark the uncharted and unknown parts of the world. HBD understands the importance of keeping this remote island of Príncipe forested and unique, while also creating financially sustainable businesses that provide economic and social development opportunities for its people. This work takes us into uncharted territory!
By choosing to experience Príncipe Island in this sustainable, responsible manner, you are part of our journey, and a crucial, active participant in the conservation of this special place.
Our Sustainability Ethos
On Príncipe, we are truly immersed into island life and sustainability is something we consider every day.
HBD is Príncipe’s largest employer, and as well as being a community of colleagues, all members of our 515-strong team are sustainability change agents. This means that everyone, at every level considers the direct impact that our actions have in relation to HBD’s overall vision, operations and the Biosphere Reserve.
In essence, our commitment to continually minimise our negative impacts, and increase our positive contributions is unwavering.
There is still plenty more to be done, and we understand that taking a collaborative approach towards sustainable development, working with local communities, government, non-profit organisations and committed partners, is of critical importance. We also understand that along the way we might not always get things right, so we need to embrace learning and adapt as we go.
Our values
We are guided by STARS in everything that we do:
Sustainability
Teamwork
Authenticity
Respect
Safety
A team of change agents
All members of our 515-strong team are sustainability change agents. What they do, and how they do it, is core to achieving HBD’s vision and mission in the years ahead. To bring this to life, hear what HBD or Príncipe means to some of our teammates who have been working with us longest – and grew up on the islands.
"HBD is a sea of opportunities. And, Príncipe is quite special to me because things that I thought were impossible came true here."
Will Grem Leal Roberto, Mechanic
"HBD is really 'here be dragons.' It is doing something different in a space that had nothing similar. Everyone who visits this island takes home a little bit of Príncipe in their heart."
Yury Prazeres, External & Legal Affairs Manager
"Príncipe is the best thing in the world. The environment and nature here are different from any other place. It is unique."
Argentino Costa, Boat Captain & Experiences Guide
"Príncipe is HBD, for HBD’s vision of sustainability. It is an enduring company that seeks to make what we have here last for a lifetime. I am inspired by Príncipe."
Baltazar de Pina Freire, Horticulture & Agroforestry Supervisor
"HBD is a wonder. It is everything to me, to us, and to Príncipe, too. Here I have learned a lot and teach what I learn to other people on this incredible island."
Adnilsa Dos Santos, Waste Management & Recycling Supervisor
"HBD for me is sustainable excursions: it's exploring and getting in touch with the forest, but without ever touching it."
David do Carmo, Experiences Guide
"HBD is a strong, fantastic, hardworking team, ready to make our contribution to the development of this country, which is my birthplace and a calm and peaceful place."
Dicla de Almeida, Receptionist
"Príncipe is a wonderful island and I am proud of it. The project that is being developed here by HBD makes me proud and I know that in the future we will reach even bigger goals."
Viveriano Viana da Graça, Agricultural Supervisor
"HBD is everything to me. How we are treated at work is a motivation to continuously work better and better."
Domingos Cabral Landim, Gardener
“HBD for me and for Príncipe represents hope. Príncipe is tranquility, nature and community. Here, I feel peaceful; nowhere in the world do I feel as peaceful as I do here.”
Ketty Borges, Human Resources Supervisor
"Príncipe to me is home; everything about it is special."
Margarida Martins, Senior Housekeeper
"Príncipe is the island where I was born and raised. It is beautiful, charming and well-suited for tourism. I really enjoy being on my island."
Gilson da Conceição, Waiter
"HBD is good work for me and many people on this beautiful island of ours. I make marmalades, jams, soaps and many other very good products."
Genoveva Quaresma, Paciência Organic Research Assistant
"São Tomé and its people are welcoming. Here, nature is good, the beaches are beautiful and the gastronomy is amazing. Omali is my home."
António Manuel Lima Menezes, Assistant Director
"Príncipe to me is a wonderful island because here we have everything natural."
Nilson de Assunção, Chef
"HBD is a good team; my colleagues are friendly. And, we live in a calm place. No complaints!”
Olívia Cabral, Housekeeper
"Príncipe is a special place with its beaches, the beautiful city, and our typical dishes. I want to live here forever because I feel peace."
Suzt de Sousa, Housekeeper
"Príncipe is a green island with many places to explore."
Jéssica Coelho, Cook
"HBD is a team centered on unity: we help and respect each other, which is very important to me."
Albertino Sousa do Espírito Santo, Security Officer
“I wouldn’t be who I am today without HBD. I am who I am because of HBD. I grateful and look forward to what’s still to come.”
Carlos Rodrigues, Maintenance Supervisor
"HBD is a sea of opportunities. And, Príncipe is quite special to me because things that I thought were impossible came true here."
Will Grem Leal Roberto, Mechanic
"HBD is really 'here be dragons.' It is doing something different in a space that had nothing similar. Everyone who visits this island takes home a little bit of Príncipe in their heart."
Yury Prazeres, External & Legal Affairs Manager
"Príncipe is the best thing in the world. The environment and nature here are different from any other place. It is unique."
Argentino Costa, Boat Captain & Experiences Guide
"Príncipe is HBD, for HBD’s vision of sustainability. It is an enduring company that seeks to make what we have here last for a lifetime. I am inspired by Príncipe."
Baltazar de Pina Freire, Horticulture & Agroforestry Supervisor
"HBD is a wonder. It is everything to me, to us, and to Príncipe, too. Here I have learned a lot and teach what I learn to other people on this incredible island."
Adnilsa Dos Santos, Waste Management & Recycling Supervisor
"HBD for me is sustainable excursions: it's exploring and getting in touch with the forest, but without ever touching it."
David do Carmo, Experiences Guide
"HBD is a strong, fantastic, hardworking team, ready to make our contribution to the development of this country, which is my birthplace and a calm and peaceful place."
Dicla de Almeida, Receptionist
"Príncipe is a wonderful island and I am proud of it. The project that is being developed here by HBD makes me proud and I know that in the future we will reach even bigger goals."
Viveriano Viana da Graça, Agricultural Supervisor
"HBD is everything to me. How we are treated at work is a motivation to continuously work better and better."
Domingos Cabral Landim, Gardener
“HBD for me and for Príncipe represents hope. Príncipe is tranquility, nature and community. Here, I feel peaceful; nowhere in the world do I feel as peaceful as I do here.”
Ketty Borges, Human Resources Supervisor
"Príncipe to me is home; everything about it is special."
Margarida Martins, Senior Housekeeper
"Príncipe is the island where I was born and raised. It is beautiful, charming and well-suited for tourism. I really enjoy being on my island."
Gilson da Conceição, Waiter
"HBD is good work for me and many people on this beautiful island of ours. I make marmalades, jams, soaps and many other very good products."
Genoveva Quaresma, Paciência Organic Research Assistant
"São Tomé and its people are welcoming. Here, nature is good, the beaches are beautiful and the gastronomy is amazing. Omali is my home."
António Manuel Lima Menezes, Assistant Director
"Príncipe to me is a wonderful island because here we have everything natural."
Nilson de Assunção, Chef
"HBD is a good team; my colleagues are friendly. And, we live in a calm place. No complaints!”
Olívia Cabral, Housekeeper
"Príncipe is a special place with its beaches, the beautiful city, and our typical dishes. I want to live here forever because I feel peace."
Suzt de Sousa, Housekeeper
"Príncipe is a green island with many places to explore."
Jéssica Coelho, Cook
"HBD is a team centered on unity: we help and respect each other, which is very important to me."
Albertino Sousa do Espírito Santo, Security Officer
“I wouldn’t be who I am today without HBD. I am who I am because of HBD. I grateful and look forward to what’s still to come.”
Carlos Rodrigues, Maintenance Supervisor
