In the 2010 census, the city reported a population of 71,196, making it the fourth-largest community in the state, after Culiacán, Mazatlán, and Los Mochis.

The municipality has a land area of 3,464.41 km2 (1,337.62 sq mi) and includes many other outlying communities, the largest of which are Juan José Ríos, Gabriel Leyva Solano, Adolfo Ruiz Cortines, El Burrion and Bamoa.

The Mexican Highway Number 15 (Carretera Internacional Numero 15) passes through the city north to south direction.

Nearby lie the ruins of Pueblo Viejo and Nío, which date from the time of the Jesuits from the 17th century until their expulsion in 1767.

Situated on the Pacific Coastal Plains in Northwest Mexico and including within limits near than half million irrigated acres agriculture is the main economical activity by far.