Sustainable tourism is officially acknowledged as an important tool for achieving objectives such as the conservation of biodiversity. However, tourism literature is more focused on protecting environmental health (i.e., through environmental management tools) rather than on the vitality of ecosystems (i.e., the protection of valuable natural assets). In the case of some Small Island Developing States (SIDS), biodiversity is one of their main tourist attractions, although not all resorts and hotels include it in their customer value proposition (CVP).