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“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 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
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