Loja is home to approximately 20,000 residents, the majority of whom are of Spanish origin. The population is relatively evenly distributed across age groups, with a mix of young families, working professionals, and retirees. In recent years, the town has seen a modest increase in tourism and an influx of new residents seeking a peaceful, rural lifestyle while remaining connected to larger cities like Granada and Málaga.
The city has a close-knit community that values tradition, with local customs and festivals playing a key role in everyday life. However, Loja is also welcoming to newcomers, with a growing number of expatriates and second-home owners drawn to its charm and affordability.