A strategic destination for investment, meetings, and new opportunities

A territory defined by opportunity

Pereira and Risaralda have been building a clearer and stronger territorial proposition: a destination that brings together strategic location, connectivity, talent, quality of life, and operational capacity in one place. That combination is especially valuable at a time when territories compete not only on cost or infrastructure, but also on their ability to offer real conditions for growth, connection, and value creation.

In the heart of Colombia’s Coffee Region, Pereira and Risaralda combine attributes that strengthen their appeal for investment, meetings, and tourism. Their advantage does not rely on a single promise. It comes from the way they connect access to markets, a favorable environment, economic dynamism, destination experience, and territorial identity.

¿Why are Pereira and Risaralda attractive for investment?

The first reason is location. Pereira, the capital of Risaralda, sits at a strategic point in the country, close to Bogotá, Medellín, and Cali, three of Colombia’s main consumption centers, and with access to Buenaventura, the country’s main seaport. This position enables the territory to serve markets more efficiently and leverage relevant logistical advantages.

The second reason is connectivity. Matecaña International Airport has become a key infrastructure asset for the territory. It handles 80% of the passengers of the Coffee Cultural Landscape and is located just 15 minutes from downtown Pereira. It also offers an important network of domestic and international frequencies, making business travel, contact with clients and partners, and the arrival of talent or business visitors much easier.

The third reason is the urban and regional scale. Pereira offers shorter travel times, close access to services, and a smoother operation than more complex urban markets. That condition improves the experience for companies, executives, and visitors, and supports installation processes, relationship-building, and day-to-day management. 

A competitive environment for growth

Pereira and Risaralda are attractive not only because of their geographic position. They also show concrete signs of economic capacity and competitiveness. The territory has positioned itself as a favorable place for logistics, industrial, technology, service, retail, agribusiness, and tourism-related operations, among others.

This is reinforced by a positive perception of the local environment. Ninety-six percent of Pereira’s residents consider the city a good place to live, 85% feel safe in their neighborhood, and 95% express pride in Pereira. In practice, this strengthens the reputation of the territory and adds value to decisions related to location, talent attraction, and the well-being of those who come to live, work, or invest in the region.

Its educational base and human talent are also relevant. Risaralda has a broad higher education offer, undergraduate and graduate programs, and research capabilities that strengthen the environment for companies that require qualified talent and diverse professional profiles.

¿What results support this projection?

The strength of the territory is not only narrative. There are already results that help show a destination with economic momentum and attraction capacity.

More than 70 companies have established operations in Risaralda with support from the territory’s promotion ecosystem. This dynamic has impacted 4 municipalities, contributed to attracting more than USD 400 million, and supported the creation of more than 12,000 jobs.

In addition, during 2025, Risaralda reached USD 779.2 million in exports, the second-highest figure in its history, while imports totaled USD 1.0271 billion, a record. These figures show a territory connected to markets and supported by relevant economic activity.

Labor market indicators also point in a positive direction. Pereira Metropolitan Area recorded an unemployment rate of 7.3% in the October–December 2025 moving quarter, one of the lowest among Colombia’s main cities.

¿Which sectors find opportunities in Pereira and Risaralda?

The territorial proposition is especially strong in sectors that benefit from location, connectivity, talent, and competitive costs. These include agribusiness, logistics and distribution, manufacturing and metalworking, retail and commerce, tourism and tourism infrastructure, and Industry 4.0, BPO, and call centers

This sector portfolio matters because it shows that the territory does not depend on a single activity. Pereira and Risaralda have built a more diversified economic base, with conditions to attract companies seeking to operate, expand, or connect with regional and national value chains.

Pereira and Risaralda as a MICE destination

After investment, one of the territory’s strongest assets is its ability to host meetings, congresses, incentives, and events. Pereira and Risaralda have strengthened their position as a MICE destination thanks to a highly favorable combination: ease of access, short distances, hotel capacity, specialized venues, and a destination experience that adds value to every gathering.

The results are compelling. The destination reports more than 150 events captured and/or supported, more than 200,000 attendees, and close to USD 400 million in economic spillover. It also records more than 6 ICCA congresses, more than 50 destination weddings, and more than 15 incentives and conventions during 2025.

These figures show that Pereira not only has potential in this segment. It already has experience, results, and an increasingly competitive proposition.

What makes Pereira strong for meetings and events?

The destination’s advantage lies in the simplicity of its operation. The airport is close to downtown. Transfer times are short. The city makes it easy to integrate hotels, venues, restaurants, experiences, and complementary tours.

In terms of infrastructure, Pereira and Risaralda offer more than 150 accommodations and 3,646 rooms, with an important base oriented to the MICE segment. Expofuturo also provides a strong platform for large-scale meetings, with 36,000 square meters of area, 15 meeting rooms, and capacity for major events. This is complemented by corporate hotels, non-traditional venues, estates, and haciendas that enrich the offer.

All of this makes the destination competitive not only in capacity, but also in experience. Pereira offers meetings and events with a more approachable, more efficient, and better-integrated logistics environment.

• Tourism: a layer that strengthens the destination’s value

The third major asset of the territory is tourism, not as an isolated component, but as a layer that broadens and reinforces the overall experience of Pereira and Risaralda. The value of the destination lies in its diversity. The region allows visitors to combine city life, nature, wellness, culture, gastronomy, coffee towns, and community-based experiences within a single trip.

Risaralda is part of the Coffee Cultural Landscape, declared a UNESCO World Heritage Site in 2011. This gives the territory a highly valuable cultural and scenic base. Yet beyond coffee, visitors also find nature tourism, adventure, romance, wellness, meetings, and routes that connect them with the authenticity of the municipalities and rural life.

• Nature, community, and authenticity

Risaralda is recognized as a Model Forest for the World and has 2 National Natural Parks, 26 protected areas, and 4 regional natural parks. It is also home to 44% of Colombia’s bird species, giving it a privileged position for biodiversity-related experiences, birdwatching, and ecotourism.

The tourism value of the department also lies in its 14 municipalities. Places such as Santa Rosa de Cabal, Marsella, Apía, Santuario, Belén de Umbría, Quinchía, Pueblo Rico, and Mistrató expand the offer through landscapes, heritage, gastronomy, local culture, and experiences where community plays a central role. This gives the destination a special depth, because it is not limited to the urban environment or to a single narrative.

Frequently asked questions about Pereira and Risaralda

A territory that connects investment, meetings, and experience

Pereira and Risaralda stand out because they offer something increasingly valuable: a territory capable of connecting economic opportunity, operational capacity, and destination experience.

First, as an attractive platform for investment thanks to its location, connectivity, talent, and competitive environment.

Second, as a MICE destination that facilitates meetings, congresses, and events with visible results. And third, as a diverse and authentic tourism region, rich in nature, culture, and hospitality.

That is the real strength of the destination. It does not depend on a single narrative. It connects several real values into one territorial proposition. Pereira and Risaralda are not only well located. They are well prepared to grow, to host, and to project themselves.