The area surrounding La Junta is primarily engaged in ranching and agriculture. Northern Otero County is known for some of the finest melon crops in the world. Seemingly isolated, La Junta offers a peaceful small-town environment with all the conveniences of a larger city.
The town is best known for Bent's Old Fort National Historic Site, once a frontier trading post, which has been reconstructed to preserve the area's heritage. Nearby points of interest include Holbrook Lake and the northern unit of Comanche National Grassland is southwest of town. La Junta is southeast of Pueblo, on Hwy 50.