Loja, formerly Loxa and fully City of the Immaculate Conception of Loja (Spanish: Ciudad de la Inmaculada Concepción de Loja), is the capital of Ecuador's Loja Province. It is located in the Cuxibamba valley in the south of the country, sharing borders with the provinces of Zamora-Chinchipe and El Oro, and with Peru in the south. Loja holds a rich tradition in the arts, and for this reason is known as the Music and Cultural Capital of Ecuador. The city is home to two major universities.

The city has a population of about 181,000, and is situated 2060 m (6758 ft) above sea level. It has a mild Andean climate, ranging between 16 and 30 °C.

The Pan-American Highway runs past Loja.

The city of Loja was founded by Field Marshal Alonso de Mercadillo in 1548, and it is named for his hometown of Loja in Spain. Originally located near La Toma in the Catamayo canyon since 1546, the city was relocated to its present location (about 35 km east) after a devastating earthquake and problems with Malaria. At nearly 500 years, it is one of the oldest cities in Ecuador. One of its founding-reasons for the Spanish colonizers was to have a fortified town next to the region of Zaruma, which was in that time rich in gold. It was as well a departure point for the Amazon Basin to search for the mystic town of El Dorado. The city was also visited by Simón Bolívar in his campaign to unite Gran Colombia. It declared its independence from Spain on November 18, 1820.

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