Historically relegated from the commercial axis of the province, the area gained some economic thrust mainly due to two different yet related events:
On the one hand, the town's road connection has been greatly improved by the so called Capricorn Axis asphalted commercial route via Cuesta del Lipán to Paso de Jamatowards Atacama, Chile, and the Pacific Ocean. Even though this brought little direct benefit for the local industry, it did improve the influx of tourism.
On the other hand, the Quebrada de Humahuaca was declared World Heritage Site by UNESCO in 2003, increasing the interest of both national and international tourism to the area. The colonial style and the Cerro de Siete Colores, as well as limited yet growing lodging options, make the town an interesting destination for tourists visiting the Argentine North.
Most other economic activities are linked to the tourism, including the manufacturing of handicrafts that are then sold at the local market in the main plaza, to lodging and tours