and a number of other industries involved in the process of coffee (threshers, cooperatives, exporters). During the latter half of the twentieth century, many universities were founded in the city to the point that some studies regard Manizales as the second largest University city in the country. The universities are attended by students from various regions of the country such as Tolima, Risaralda, Valle, Quindio, Antioquia, Nariño and Huila, among others. The service sector has thrived, mostly in the form of call centers, and this has become one of the city's primary economic activities. Manizales won first place in the special category of business promotion in the V Iberoamerican Digital Cities Award, organized by the Latin American Association of Research Centers and Telecommunication Enterprises (AHCIET). In a 2010 study conducted by the World Bank, Manizales was ranked as the best and easiest Colombian city to do business. Infrastructure Main roads The city's mountainous topography causes journeying in an east–west direction and vice versa to be flatter and faster than going north–south or south–north; therefore the main parallel thoroughfares are the Santander, Paralela, and Kevin Ángel, and are arranged longitudinally most of the city's length. The few avenues with a north–south or south–north are the Avenida Centenario and Avenida 12 de Octubre; the former is more important, for it connects downtown with the main transport hub where major access routes merge towards the city. Avenida Santander was the first main road of the city, formerly called Cervantes, and remains the most important motorway of the city. Its four lanes travel in the east–west–east direction. This roadway spans the entire Carrera-23 in the downtown area all the way to Calle 71 in the Battalion sector. Surrounding it are some of the most important landmarks of the city such as: Founders Theatre, Plaza 51, The Triangle, Panorama Towers, University of Caldas, Catholic University, Cervantes Building, Park Antonio Nariño, Instituto Universitario de Caldas, Herbeo Tower, General Cable Plaza and the Zona Rosa. Avenida Paralela was the city's second main road. It also has four lanes moving between west and east, and as its name attests, it runs parallel to Avenida Santander. This road spans from downtown to Calle 71 in the Palermo neighborhood. It passes by some iconic places such as San Estéban Cemetery, University of Caldas, Palogrande Stadium. Avenida Alberto Mendoza Hoyos Avenida Kevin Ángel Avenida Panamericana Manizales Aerial Tramway Manizales Aerial Tramway