Santa Cruz is a municipality, parish, and city situated in the eastern part of the island of Madeira, Portugal. It holds the distinction of being the second most populous municipality on the island, trailing only Funchal. Geographically, it lies southeast of Santana, southwest of Machico, and northeast of the regional capital. The area covers 81.50 square kilometers, encompassing diverse landscapes that range from coastal plains to inland hills.

The settlement's origins are tied to early exploration when a captain ordered the construction of a cross from fallen columns found on the beach. This cross was raised atop a tree, giving the location its name, Santa Cruz, or Holy Cross. To commemorate this event, a second marble cross was later erected, though it was destroyed around 1889. The area subsequently developed into a noble village and eventually grew into a significant urban center within the archipelago.

The municipality comprises five distinct parishes: Camacha, Caniço, Gaula, Santa Cruz, and Santo António da Serra. Urban sprawl from Funchal extends along Santa Cruz's western frontier, while its eastern part serves as the base for Madeira's international airport. The parish of Santa Cruz includes the offshore Desertas Islands. The city itself is a focal point for commercial activity, surrounded by the natural beauty of the surrounding parishes and coastal areas.

While agriculture and fishing remain primary industries, widespread tourism expansion has significantly altered the local character. The development of the international airport and southern tourism infrastructure has increased commercial and tourist-related activities, particularly in the city of Santa Cruz. This shift has drawn visitors seeking both natural landscapes and modern amenities, blending traditional rural life with contemporary hospitality services found throughout the municipality.

As of 2011, the population was recorded at 43,005 residents within its defined boundaries. The economy is supported by tourism, agriculture, and fishing, with significant commercial growth linked to the airport's presence. Transport links include an expressway connecting it to Funchal and Machico, as well as ancillary roads to Santana. Notable figures from the area include aviator Joseph Costa and windsurfer João Rodrigues, reflecting a history of exploration and sport.