The important part tourism plays in the economy of Shropshire is demonstrated by figures which show that around 10 million visitors come to the county every year and pump in nearly £600 million.
Should nobody come, it would be a heavy blow for hotels and guest houses, shops and cafes, and all the established attractions.
But to some extent Shropshire is a well-kept secret. It is not like the Lake District or Cornwall where in the peak season you can hardly move.
Everybody is getting away from it all, but everybody is doing so by going to the same place, so they become packed.
Shropshire has some way to go before it finds itself in that situation and there is clearly scope for some expansion.
Simon McCloy, chief executive of Shropshire Tourism, says: “We want to grow this income but in a sustainable way.
“One of the best things about Shropshire is that it is reasonably unspoilt and not overcrowded.”
And therein lies the dilemma. One of the unique selling points of Shropshire is that it is unspoilt, beautiful, and undiscovered. Once the hordes start descending, bringing all their money with them, that which makes Shropshire special will have disappeared, which will devalue the quality of life for those people who actually live here.
Shropshire has to play its trumps judiciously. One example is the plan for a new underground visitor centre at St Chad’s Church in Shrewsbury, which would include a cafe in the crypt. It would exploit the potential of the church without destroying it.
And that is the challenge generally. Shropshire does not have to go mad, but it owes it to all the people who want to come here to give them a good experience when they arrive.