This project will create a high quality visitor experience and identity based primarily on the internationally important geology at the heart of the region and related natural and cultural heritage. Firstly the coherent and high quality landscape of the Mourne, Cooley and Gullion uplands will be matched with coherent and high quality visitor infrastructure, servicing and marketing, allowing it take advantage of its strategic location as a hub for ‘geo-tourism’. Work will include public education/consultation, access infrastructure, interpretation materials, events & tours, and targeted marketing initiatives. Specific complementary ‘satellite’ sites in other parts of the region, guided by development plans, will be equipped to better cater for the natural resource based tourism attracted and thus both prolong stays and disperse benefits across the EBR.