Otavalo boasts one of my favourite markets in the world, which is always a real highlight for our Womens Travel Network tour guests.
Part of the fun of visiting Otavalo, is getting there. From Quito we travel north about 90 minutes along the Pan-American Highway. The scenery along this route is both stunning and interesting with locals selling food, flowers and more at the side of the road.
We usually make a few stops on our way to the market. The first stop is at Dazante Handicrafts to view a true artisan making traditional pieces from bread dough.
Our next stop, the equator, for a quintessential photo at the large compass which divides the two hemispheres. Then on to a roadside convenience centre to taste traditional biscuits with dulce de leche. Beside this centre is a little shop selling hand crafted Panama hats. The original Panama hats were made in Ecuador for men working on the Panama Canal, hence the name Panama hat.
On my last visit here many of the gals from our group bought a hat, the prices and craftsmanship were fantastic and I still wear mine on vacation. When we were leaving the shop we met a lovely young woman dressed in traditional Ecuadorian costumes. She boarded our bus to get a lift to the next town. As we drove along, she sang Ecuadorian songs and offered us a look at some of the beautiful scarves she sold.
Woman in traditional Ecuadorian costume.
Just shopped: Panama Hats
Otavalo houses the most famous indigenous market in Ecuador, located on the Plaza de Ponchos. It is supposedly the largest open-air market in South America. More impressive than the sheer size is the quality of products and the friendliness of the people.
A friendly stall owner in the market.
The market is a winding maze of stalls filled with woven ponchos, blankets and wall hangings, handmade leather goods, jewellery, food and much more. We usually take one hour to explore colourful fabrics, intricate embroideries, local music and experience some of the traditional artisan customs that make this market so special. It’s amazing how much shopping can be done in only 1 hour.
As with markets worldwide, prices are negotiable. That being said, I find the Ecuadorians very easy and lovely to barter with. You can usually get 30-50% off the price, depending on how high the trader starts. The aim is not to get the lowest possible price but to get a fair price that both parties are happy with. Most vendors are happy to give discounts and especially if you buy multiple items. Following are some of the more popular items you will find at the Otavalo market.
Traditional beaded necklaces
Jewellry
The market is home to many vendors selling mostly silver and some gold jewellry, including necklaces, earrings, bracelets and other trinkets perfect for gifts or keepsakes. What makes the Ecuadorian jewellery stand out to me is the intricate designs and use of semi precious stones such as lapis, turquoise, carnelian, onyx etc... all at very reasonable prices.
Textiles
The market has some of the country’s finest textiles in both traditional and contemporary designs. You'll find a wide selection of hand-woven ponchos, shawls, sweaters, scarves, and rugs. Made from alpaca fleece, sheep’s wool or a blend of the two, these items are made to keep you warm and last a lifetime. One of my most beloved wall hangings comes from the Otavalo market and depicts an Ecuadorian life scene in bold reds, oranges and yellows.
Leather Goods
A paradise for purse lovers, leather goods are another very popular purchase in the market. You can find huge selections of leather bags, wallets, shoes, belts and even horse saddles. A favourite item of our groups was fashionable leather handbags combined with delicate yet bright embroidery.
Souvenirs
Knick-knacks, mementos and gifts such as keychains, magnets, postcards and more can be found here in abundance. It's a great feeling to find that special something for loved ones back home while supporting local community artisans and vendors.
Below are some Otavalo market prices based on what we paid during our last visit to give you a rough idea of cost:
· Ponchos - $15 USD for a small poncho, larger ones could cost up to $35.
· Sweaters - $15 USD..
· Hats - $10 USD per hat, or more depending on the size and design.
· Bags - $2 USD per coin purse, $10 to $20 for larger shoulder bags.
· Leather belt - $5 USD for plain leather, $15 for hand embroidered leather belt.
· Wool blankets or wall hanging - $20 USD and up depending on the size.
· Silver pendants - $15 USD and up depending on the weight
· T shirts - $10 USD
If you buy more than one of a particular item, you can get a good discount. My tip is to team up with fellow travellers and buy items in bulk to maximize your savings.
Happy travels to you and I hope you adore Ecuador as much as I do!
Debbie Ross, founder of Womens Travel Network has been providing travel services to her customers for over 30 years. Her travel around the globe has been extensive. Be it relaxing holidays, trekking or sports related, she has first hand knowledge of many varied travel experiences. As a woman, wife, mother, daughter and sister she understands women’s travel needs.
Email Natalie if you'd like to travel with the Women's Travel Network in February 2026.
