Ojai is a tourism destination with boutique hotels and recreation opportunities including hiking, and spiritual retreats, as well as for a farmers’ market on Sundays with local organic agriculture. It also has small businesses specializing in local and ecologically friendly art, design, and home improvement—such as galleries and a solar power company. Chain stores (other than a few gas stations) are prohibited by Ojai city law to encourage local small business development and keep the town unique.
The city’s self-styled nickname is “Shangri-La” referencing the natural beauty of this health-and-spirituality-focused region. While there are no known references, it is commonly claimed that the mountains visible from the city were used, but then cut, from the 1937 movie as the mystical sanctuary of James Hilton’s novel Lost Horizon.