Loja is a canton in the province of Loja, Ecuador. The origin of its name is due to the presence of the city and canton of Loja. The total population in the Loja canton is approximately 254,000 inhabitants, which is distributed by 68% in the urban area, 13% in the periphery, and 19% in the rural parishes. It is the largest and most populated canton of the province of Loja and groups 50% of the provincial population in three geographical sections. La Hoya de Loja where is the city of Loja, the tropical and subtropical valleys of the south and the temperate plateaus of the north of the Canton.