Most Ecuadorans place great emphasis on the family, including fictive kinship, which is established by the choice of godparents at baptism. Apart from baptism, important occasions in the life cycle include the quinceañera (the 15th birthday of girls), marriage, and funerals. Many Ecuadorans make pilgrimages or dedicate themselves to the service of a particular saint. During the year, numerous religious and secular festivals provide opportunities for parades, special food, and music and dance.

Some of the more important ones are not national but, rather, are associated with local urban or regional traditions, such as the holidays of Quito (December 1–6; Founder’s Day [December 6] celebrated throughout the week with festivals, parades, and sporting events), Guayaquil (October 9; Guayaquil state’s Independence Day [from Spain, 1820]), and Cuenca (November 3; Cuenca state’s Independence Day [from Spain, 1820]), as well as the Yamor festival (a rite in early September at the end of the harvest honouring corn, a symbol of generosity and fertility) in Otavalo. Often holidays are associated with particular cities, such as the Day of the Dead (November 2) in Ambato or Carnival (celebrated before Lent) in Guaranda, and they attract people from various parts of the country. The Festival of San Juan Bautista is especially important for the Indigenous populations of the northern highlands, for whom the holiday occasions dance and music. Many holidays are associated with particular foods or drinks, and music, live or recorded, is a part of most celebrations.

Easter is an opportunity to eat fanesca, a soup that is virtually the Ecuadoran national dish. The soup—made of onions, peanuts, fish, rice, squash, broad beans, chochos (lupine), corn (maize), lentils, beans, peas, and melloco (a highland tuber)—combines highland and lowland ingredients and is a culinary model of the union of diverse national characteristics. Chili sauce (ají) is part of most meals. Empanadas are deep-fried and stuffed savoury pastries. Typical of the coast is seviche, made with shrimp or shellfish or even mushrooms pickled with lemon juice, cilantro (coriander), and onions. Coastal cuisine also includes deep-fried plantains and various rice dishes. Highland cuisine is based on staples such as quinoa and barley soups and on more-complex soups and stews that mix combinations of corn, potatoes, oca, quinoa, melloco (a tuber), beans, barley, broad beans, and squash. Restaurants in Quito, Guayaquil, and other large cities offer a variety of ethnic cuisines, as well as food that has been popularized by U.S. franchises.

Nightlife remains limited in the smaller towns, where the young middle class may be cruising in cars or motorcycles and hanging out at local restaurants or plazas. Young people of different sexes may mix in groups, but dating is relatively rare, and there is little in the way of a singles scene. A nightlife has developed in Quito and Guayaquil since the 1980s, however, focusing on discos, restaurants, and bars. Musical tastes range from the traditional pasillos and cumbia to 1970s disco hits and hip-hop music; all styles may be played in a single evening. Jazz, poetry readings, folk music, and arena rock concerts are also entertainment options, often drawing international tourists.

Each of Ecuador’s Indigenous communities has a traditional style of dress. Highland Indigenous males may wear coloured ponchos—for instance, blue in the Otavalo area and red in western Chimborazo. Traditional footwear is sandals, and a variety of traditional hats may be worn; in some locations hair is still worn long by both men and women, gathered in a ponytail. Highland Indigenous women may wear embroidered blouses, wrapped skirts of woolen cloth, shawls attached with a pin in front, sandals, and locally produced hats or headgear. Lowlanders wear loose-fitting clothing, including guayabera shirts for men. Both highlanders and lowlanders wear business suits on formal occasions, while young people wear international fashions such as jeans and khakis.