The Príncipe Collection by HBD
Príncipe Collection: Luxury Tourism as Conservation Strategy
Príncipe Island confronts a question facing ecologically precious places worldwide: How can a remote biodiversity hotspot develop economically without destroying what makes it valuable? The Príncipe Collection—four boutique properties managed by HBD Príncipe—offers one compelling answer: high-value, low-impact luxury tourism where guests become conservation partners through transparent mechanisms channeling revenue directly into environmental protection and community development.
This isn't marketing greenwash. The model carries UNESCO Biosphere Reserve designation (2012), Africa's first Biosphere Responsible Tourism certification, substantial local employment (HBD is the island's second-largest employer), and auditable conservation contribution systems funding tangible projects protecting Critically Endangered endemic species. For travelers seeking luxury aligned with environmental values, Príncipe Collection presents thoughtfully designed—if expensive—options where premium rates theoretically translate into conservation outcomes.
The Vision: Embracing Remoteness as Strategy
HBD Príncipe (Here Be Dragons) was founded in 2010 by South African entrepreneur Mark Shuttleworth, who made his fortune in technology before turning to sustainable development models for vulnerable ecosystems. The company's philosophy is straightforward: Príncipe's special qualities already exist and must be preserved rather than "developed" through conventional mass tourism infrastructure.
Príncipe's remoteness—accessible only via small aircraft from São Tomé—makes visits inherently expensive. Rather than fighting this limitation, HBD embraced it: if tourism will necessarily be costly, optimize for high-value, low-impact. Fewer visitors paying premium rates generate more revenue per guest while minimizing ecological footprint. This positions Príncipe opposite mass-market beach destinations where profitability depends on volume. Here, exclusivity serves conservation strategy, not just luxury marketing.
Bom Bom Island Resort became Africa's first hotel receiving "Biosphere Responsible Tourism" certification from Instituto de Turismo Responsável—third-party validation requiring demonstrable performance across environmental management, social contribution, cultural respect, and economic sustainability.
The Four Properties: Distinct Experiences, Shared Purpose
Sundy Praia: Ultimate Luxury
The collection's pinnacle, Sundy Praia offers fifteen tented villas integrated into natural surroundings—immersive wilderness without sacrificing five-star amenities. Some villas feature private pools; all balance sophistication with environmental sensitivity through architecture blending canvas, wood, and contemporary design. Ideal for couples seeking romantic seclusion or families wanting high-end nature immersion. Guests access facilities across HBD properties, creating networked experiences.
Roça Sundy: Living History
This restored historic plantation occupies the site where astronomer Arthur Eddington confirmed Einstein's General Theory of Relativity during the 1919 solar eclipse—simultaneously agricultural heritage site, science landmark, and boutique hotel. Two restored buildings—Eclipse House (former colonial main house) and Cacao House—maintain authentic architecture while providing contemporary comfort. Guests engage Príncipe's cocoa heritage through the artisanal chocolate factory, plantation tours, and historical interpretation. The recent Terra Prometida resettlement relocated descendants from former worker housing, transforming living community into heritage hotel—a controversial transition exemplifying tensions between tourism development and community displacement.
Bom Bom Island Resort: Iconic Escape
Bom Bom occupies Ilhéu Bom Bom—a small island accessed via iconic wooden walkway—between two golden beaches. Eighteen bungalows embedded in tropical vegetation balance casual beach atmosphere with boutique quality. Príncipe's original hotel, comprehensively renovated and reopened in 2024, maintains laid-back character while meeting contemporary standards. Non-guests can often visit for day use, making Bom Bom the collection's most accessible property.
Omali Lodge: São Tomé Gateway
The collection's sole São Tomé property near the international airport serves business travelers and provides base for main island exploration. Many visitors use Omali for pre- or post-Príncipe accommodation, creating seamless multi-island itineraries.
Conservation & Communities Contribution: Structured Impact
The collection's defining feature is the Conservation & Communities Contribution (CCC)—a mandatory €25 per person per night fee (guests 13+) embedded in room rates at Roça Sundy and Sundy Praia. This isn't optional donation but structural mechanism built into business model.
CCC revenue follows transparent allocation:
- 50% to Fundação Príncipe for terrestrial and marine conservation
- 25% to education support
- 25% to social and environmental protection for local initiatives
This distribution ensures tourism revenue benefits conservation directly (50%), builds local capacity through education (25%), and supports community initiatives (25%)—moving beyond rhetoric toward measurable resource transfers.
Funded projects include PROTETUGA (sea turtle conservation), sustainable small business development, ecosystem restoration, plastic pollution reduction, and monitoring of Critically Endangered species like Príncipe Thrush and Príncipe Scops-Owl. These aren't vague commitments but active programs with staff, budgets, and measurable outcomes.
Local Employment and Economic Integration
HBD operates as the island's second-largest employer with 400-515 local employees—substantial impact on an island of roughly 8,000 residents. The company prioritizes hiring and training local workers, keeping tourism revenue circulating locally while developing professional skills and ensuring cultural authenticity in guest interactions.
Signature Experiences included in package rates—led by experienced local guides—immerse guests in island culture and ecology: birding expeditions seeking endemic species, waterfall hikes, peak ascents of Pico do Papagaio, boat excursions to offshore islets, cultural immersion with artisans, and comprehensive cocoa-to-chocolate tours. These experiences employ local guides, purchase from local artisans, and patronize local food producers—distributing economic benefits beyond hotel employment.
HBD also operates agroforestry and agricultural enterprises producing food for collection restaurants, reducing import dependence while supporting agricultural employment. Hotels emphasize seasonal, locally available ingredients—culinary sustainability requiring creative menu adaptation.
Promise and Limitations
Príncipe Collection represents arguably Central Africa's most sophisticated luxury conservation tourism attempt, with genuine structural mechanisms channeling revenue toward environmental and social outcomes. What works: transparency in CCC allocation, substantial scale as major employer, systemic integration of accommodation with conservation funding and community development, third-party certification, and genuine local employment commitment.
The critiques: Premium pricing makes this model accessible only to wealthy travelers, raising equity questions. Terra Prometida resettlement relocated descendants from ancestral spaces to accommodate tourism—a pattern critics identify as neocolonial. HBD holds enormous influence over an economically vulnerable island, raising questions about who truly controls development priorities. Tying conservation funding to luxury tourism creates vulnerability to economic shocks affecting wealthy travelers.
For Prospective Guests
Approach with both appreciation for genuine sustainability efforts and critical awareness of limitations. Request specific data on conservation outcomes and community benefits. Participate meaningfully in experiences, support local artisans, and extend stays to maximize conservation contributions relative to flight carbon costs.
Príncipe Collection demonstrates that alternative models are possible—that tourism can function as conservation mechanism, that luxury and sustainability aren't contradictory, and that remote islands can chart development paths respecting ecological limits and community aspirations. It's imperfect but intentional—luxury with purpose, hospitality with accountability, and tourism attempting to give back more than it takes.