Tourism in Staffordshire is worth £1.4 billion, and much of that is claimed by Alton Towers, who say they generate £43 million for the local area each year.
And they provide jobs - more than 1600 with 500 taken on in the high season.
There are concerns today over what effect this accident might have on their brand, and their business.
The rollercoaster closed after an accident, the worst in the park's history, which seriously injured five people.
Alton Towers has apologised after it took up to an hour to evacuate passengers from a broken down monorail on the hottest day of the year.
Alton Towers victim posts her first photo since the accident, posing alongside Worcestershire-born Afghanistan veteran Major Kate Philp.