Rioja is a village 20 km from Moyobamba (20 minutes drive), where the inhabitants manufacture straw straw hats. The citizen of honour of Rioja is a "emperor" of the rubber that reigned at the end of the th century, Julio César Arana. The classic towers include the Rio Tioyacu (a beautiful natural swimming pool transformed into a pretty noisy recreo) and a visit of a local distillery, the Chuchu Center. It also includes a small local museum: the Toé Museum (Jr Libertad 1225). The visit is especially worth the penalty during the carnival period between February-March, according to the years (tanks and festivities).

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