Until recently, Puyo was nothing more than a stopover on the way into the depths of the Amazon Jungle. However, it now is beginning to earn a reputation as a tourist destination. It is in particular popular with those who either don’t want to, or can't, venture deeper into the rainforest. It offers visitors a taste of jungle life in Ecuador, while still slightly in the Andes Mountains.
The city is located relatively near popular tourist destination Baños, which has helped put its name on the map.  Puyo's increased popularity has lead to a greater selection of good places to stay and eat in the area. There may not be as great of a selection as other tourist towns, but that is part of its appeal: it is more off the beaten track.