Once a pleasant colonial town (founded in 1606), Ibarra is the main commercial centre of the Northern Highlands, with an increasingly big-city feel. It has many good hotels and restaurants. Prices are lower than Otavalo and there are fewer tourists. The city has an interesting ethnic mix, with blacks from the Chota Valley and Esmeraldas alongside Otavaleños and other highland natives, mestizos and Colombian immigrants. Nearby are craft towns producing beautiful wood carvings and embroidered tablecloths. To the north lies the warm Chota valley and to the northwest the lovely subtropical valley of the Río Mira, descending to the coast.
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