TORBAY'S former director of tourism Aviva Pearson will be turning her attention to developing the resort's geopark status.

It is one of the projects on which Mrs Pearson, who has been appointed executive head of environment in the council's new structure, will be working in future.

Members of the English Riviera Geopark Organisation were reassured that it would be one of Mrs Pearson's key objectives to make sure the English Riviera made the maximum from its status as the world's only urban geopark, for example in terms of branding and green tourism.

She was a member of the organisation before her new appointment.

Sue Cheriton, executive head of residents and visitors services, said: "Aviva Pearson will be able to focus quite a bit more time on this project. She will look at how we can make the most out of the brand, and the tourism team at Vaughan Parade will continue to support the activities and functions of the geopark as before. Mrs Pearson will be looking at a strategy which will bring the geopark up people's agenda."

Mrs Cheriton said they had made sure the geopark is mentioned as a case study alongside the Jurassic Coast in the new South West cultural strategy launched recently which will be a reference document for the Departure of Culture Media and Sport.

She said the geopark would also continue to feature heavily in the new English Riviera Guide.

"What it means to the council is much more than just rocks, it's what makes Torbay a great place to live. We will be banging the drum for it and checking with other people what they are doing to do to promote the geopark."

Dominic Acland, director of Torbay Coast and Countryside Trust, expressed concern about which body would be responsible for the geopark in future.

"The Geopark organisation is currently the guardian of the geopark brand, the action plan, the strategy. I would like reassurance that it remains the case as the geopark grows and penetrates further into the conscience of the community."

Mrs Cheriton confirmed that it would continue but said the council was keen to put more effort into the geopark to make the brand better recognised and clearer outside Torbay.

Nick Powe, of Kents Cavern who is chairman of ERGO, welcomed the news of Mrs Pearson's increased involvement. But he was concerned some tourism operators still did not understand what the geopark could do for their business and they feared it would distract the tourist board from promoting their businesses.

"One of my worries is that we don't suddenly go crazy about promoting the geopark without first educating people locally about it," said Mr Powe.

"There is a risk if we slap geopark on the end of a brand that is quite well known, and aim it at the traditional bucket and spade tourist, it will be completely lost.

"There are fantastic geo-tourism opportunities, but it is important we target the marketing at a certain group without putting off existing visitors. It's going to have to be quite cleverly done.

"I'm not sure there's yet been enough explanation to people about what the geopark is, what are its aims, where you go to see it, what you pay for."

He said there was also Torbay's role within the European and International geopark movement to be promoted.

Mrs Cheriton said she believed the geopark could work for Torbay in the same way that the Jurassic Coast designation and branding has worked for Dorset.

"When you go you already have a vision of what you are going to see at a Jurassic Coast destination. It's not just rocks, it's a wonderful environment, fabulous scenery, a clean sea.

"Geopark could mean for Torbay all that makes this a fabulous place to live and come to. I am not saying it is about watering it down, but it should say something to people."

Mayor Nick Bye said giving Mrs Pearson the new role would help take the development of the geopark brand forward.

"The regeneration prospects this could bring are hugely exciting and I think we are nearly getting our act together on this.

"As we know it's not just tourism, it's the education, the culture and attracting inward investment.

"It's about sharpening the image of Torbay as a place that desperately needs investment.

"When Mrs Pearson has developed her ideas I am sure she will feed into this group and people will feed in ideas to her.

"We all want to make this thing sing."