Loja, formerly Loxa and fully City of the Immaculate Conception of 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 other cantons of the province of Loja. 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.

Loja Province is one of 24 provinces in Ecuador and shares its southern border on the west with El Oro Province, on the north with El Azuay, and on the east with Zamora-Chinchipe. Founded on its present site in 1548 by Captain Alonso de Mercadillo (Spanish), the site had been previously moved and rebuilt from La Toma due to earthquakes. It also is named as "Cuxibamba Valley", from the Quichua language, which means the "Smiley Valley".