The investment opportunity is situated in the Coffee Region, a culturally, economically, and ecologically significant area of Colombia. This region comprises the Caldas, Risaralda, and Quindío departments.

Pereira, the capital of Risaralda, is situated in the Coffee Triangle, which comprises Caldas, Quindío, and Risaralda, with a population of about 2.7 million. It is identified as the most appealing city in the region due to its diverse cultural assets, economic progress, and ecological significance at the nationwide level.

Pereira, the capital of Risaralda, has one of the fastest growing airports in terms of flights and passengers in the country: the Matecaña International Airport will receive more than 2,400,000 passengers on commercial flights during the year 2022.

The WTC Pereira is set to be strategically located adjacent to Expofuturo, the most significant events and conventions center in the region, which hosted over 270,000 visitors across 330 events in 2022.