The best area to stay in Puerto Loja is the riverside promenade area, particularly around Jirón Napo.
This central area is the heart of Puerto Loja, where most of the town's activity takes place. It's a linear stretch along the river, with the main street, Jirón Napo, running parallel to the water. Here you'll find a concentration of local eateries, shops selling artisanal crafts, and the main port where riverboats depart. It's very walkable and provides easy access to the river itself.
Couples looking for a comfortable and engaging base will appreciate this area. Staying here means you're just steps away from boat tours exploring the Amazon, and you can enjoy evenings dining riverside or browsing the local markets.