Tarija's main pleasures are slow ones: sitting in the main square, visiting one of the local bodegas, wandering the colonial streets in the mild afternoon sun. The city is small and human-scaled, the sort of place where you walk everywhere and find unexpected things.
The Valle de la Concepción, 15 km south of the city, is the heartland of Bolivian wine production and the main attraction for visitors with more than a day. The Catedral de San Bernardo anchors the main plaza and is one of the better colonial churches in the region. The Casa Dorada is the city's most ornate building and houses a small museum of local history. The Chapaco festival culture is worth timing a visit around if you can — Tarija has more festivals than any other Bolivian city relative to its size.