The economy of Santa Úrsula is heavily influenced by agriculture, tourism, and wine production. Its fertile volcanic soil supports a variety of crops, most notably vineyards, producing the famous Tenerife wines such as Malvasía and Listán Negro. These local wines have a growing reputation and are an essential part of the town’s cultural identity.
Tourism also plays a crucial role in the economy, although Santa Úrsula is less commercialized compared to the larger tourist hotspots on the island. Its appeal lies in offering a more tranquil and authentic Canarian experience, attracting visitors who prefer smaller, rural towns. The town is increasingly seen as an ideal location for eco-tourism, retreats, and intimate events due to its scenic views and quiet environment.
Small businesses, especially local restaurants and craft shops, contribute to the local economy, offering visitors a chance to buy traditional Canarian products such as pottery, artisanal goods, and organic produce.