Conservation actions for sharks are hampered partly by the negative beliefs and inaccurate knowledge about them among the general public. This paper investigated the knowledge and attitude of residents and tourists towards shark species of Fernando de Noronha Archipelago, a marine protected area, and one of the major ecotourism destinations in Brazil. Findings showed that residents had a lower knowledge of sharks and less positive attitudes towards sharks than tourists. Even though residents did not see sharks as threats to humans and they were aware of the role of the archipelago as a shark nursery, they did not completely understand the sharks' ecological and economic importance. This distinction between residents' and tourists' perceptions of sharks demands different strategies to assure engagement in management and conservation policies relating to both groups. Management actions focusing on providing enjoyable experiences with sharks to residents and enhancing their participation in tourist activities related to sharks are presented. They would require innovative cooperation between scientific, management and environmental institutions to build initiatives aimed at increasing the knowledge and improving attitudes of residents towards shark conservation and to homogenise conservation values held by the entire public on the archipelago. &