In the 16th century, Santa Cruz de La Palma was one of the three main hubs for trade with South America. This can still be felt on the city's streets and squares, in the museums and churches, and also in the confident lifestyle of the inhabitants.

The historic town centre with it's well-preserved Spanish colonial architecture boasts many places of interest such as the market hall, the "Teatro Chico" and the "Museo Insular de La Palma".

On New Year's Eve, people dance in the streets with evening gowns. Every year during Los Indianos, which is the culmination of Carnival, there is a flamboyant re-enactment recalling how the poor Palmeros used to emigrate to Cuba, returning later on laden with riches.

In April 2017 a new city beach with accces for handicapped people was finished. The well maintained "Playa de Bajamar" at the southern exit of Santa Cruz de La Palma offers restrooms and showers. The mild and dry climate with an average temperature of 20° C allows bathing all year long.