Today, Ibarra is a mid-sized market city rising in popularity with tourists, yet still retains a very authentic Ecuadorian vibe.

Ibarra is known for its mild weather, colonial whitewashed houses (giving it the nickname The White City), and cobbled streets.

[citation needed] Andrea Scacco was elected to be the new mayor of Ibarra in 2019 planning to reduce xenophobia and to create a women's refuge in the city.

This is possible due to the town's high elevation (7,300 ft) in the Ecuadorian Andes providing cooler temperatures and a seasonal rain-shadow characteristic.

The dry/warm season is technically local winter due to the town's location being south of the Intertropical Convergence Zone from June to September.