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Sustainable development aims to meet the needs of present generations without compromising the ability of generations to do the same. Achieving such a development goal is difficult in territories where today the essential needs of a vast number of people are not met. The population of the Prince is about 7,000 inhabitants and poverty reaches 69% (IMF, 2013). People live in the transition zone of the Biosphere Reserve and the main activities are agriculture and fishing. Nature and beaches have been the promotional business card for ecotourism in a circular economy focused on ecology and environmental preservation. The Prince occupies a secondary position in relation to the main island of São Tomé because there are no regular air links between the two islands or any international transport to Príncipe Island. The low international perception of Príncipe's value and resources penalizes the external attractiveness of tourism and investment. In this article we consider that nature, ecotourism and biological products associated with cultural tourism can be the basis of job creation to alleviate poverty on the island. The Príncipe brand could increase the international perception of the Island's value and resources and its external attractiveness to tourists and investors yet the challenge of creating the brand belongs to local authorities and other stakeholders.