A hub of indigenous Kichwa culture: The city is the center of the Kichwa Otavalo people, who are famous for their textile weaving and successful commercial ventures, proudly maintaining their traditional dress and cultural identity.
The Plaza de Ponchos: This is the heart of the town, a permanent crafts market that operates daily but explodes in size and variety on Saturdays, offering textiles, jewelry, leather goods, and handicrafts from across Ecuador.
An early morning animal market: On Saturday mornings, a separate animal market ("Mercado de Animales") takes place on the outskirts of town, where locals trade everything from guinea pigs and chickens to cattle and llamas.
Surrounded by natural beauty: Otavalo is nestled in a scenic valley between the Imbabura and Cotacachi volcanoes and is close to natural attractions like the Peguche Waterfall and San Pablo Lake.
Rich Andean musical tradition: Otavaleños are also famous for their traditional Andean music. Groups of musicians from the area have toured globally, and their distinct sound is a key part of the market's atmosphere.