Santa Maria Beach is the centrepiece of Sal's tourist industry — a long, white sand beach on the island's south coast with warm, clear Atlantic water and consistent surf. The village of Santa Maria behind it has grown considerably in recent years to accommodate European package tourism, with hotels, restaurants, and beach bars strung along the front.
The beach itself is excellent: the sand is fine, the water is warm (around 24–26°C year-round), and the waves provide enough energy for surfing and kitesurfing without being dangerous for swimming in most conditions. The east end of the beach is calmer; the western stretches are favoured by kitesurfers when the trade winds are up. Sunbeds and umbrellas are available for rent; the central stretch in front of the hotels gets crowded in high season (January to March for European visitors).