PIKEVILLE (AP) — The coal-rich seams of Eastern Kentucky’s mountains have long defined the region, but the state is embarking in a million-dollar adventure tourism plan, capitalizing on the notoriously rugged terrain as “nature’s playground.”

State officials planned to roll out their strategy at Buckhorn Lake State Resort Park on Tuesday, focusing on the region’s potential to draw in an annual 100,000-plus whitewater paddlers, rock climbers, hikers and horseback riders.