Baños de Agua Santa named among world's 20 most beautiful towns

Baños de Agua Santa has been named one of the 20 most beautiful towns in the world by Condé Nast Traveler in its July 2026 edition. The Ecuadorian destination was selected alongside international locations such as Praiano, Italy; Biei, Japan; Bled, Slovenia; Göreme, Turkey; and Colonia del Sacramento, Uruguay.

The publication highlighted the town's natural landscape, characterized by its location at the foot of the Tungurahua volcano, its waterfalls, Andean forests, and proximity to the Amazon. The recognition emphasizes the area's combination of nature tourism, conservation, and panoramic views.

While the recognition provides international visibility, local tourism remains driven primarily by domestic visitors, who account for approximately 90% of guests in the region. The magazine also recommended Luna Volcán, an adventure spa and hotel set on 35 hectares of native Andean forest, as a premier destination for luxury and relaxation.