The city, in recent years grown to connect with Bucaramanga, forms the entry point to the Chicamocha Canyon, located at an hour drive from the city, and hosts touristic activities with a paragliding school on the "Mesa de Ruitoque", the Ruitoque Massif in the southwest of the city. Local buses to tourist hotspots as San Gil and the Chicamocha Canyon leave from a transport station called "Papi Quiero Piña" ("Dad, I want pineapple"). The Jardín Botánico Eloy Valenzuela, a botanical garden in Floridablanca, was once owned by the El Paragüitas tobacco company. In 2017, the city was designated by the Ministry of Commerce, Industry and Tourism as one of five "sustainable touristic destinations" of Colombia.