An 11-year-old girl has died after falling from a ride at Drayton Manor Theme Park, Staffordshire Police said.
The girl, who is from the Leicester area, fell from the Splash Canyon water ride at Tamworth-based Drayton Manor Theme Park on Tuesday afternoon.
Reading a statement from the park, a visibly shaken company director George Bryan said: "We are all truly shocked and devastated, and our thoughts are with the family and friends at this horrendously difficult time."
A West Midlands Ambulance Service spokesman said crews arrived on the scene and discovered a girl with serious injuries who had been rescued from the water by park staff.
The spokesman added: "Ambulance staff administered advanced life support before she was flown to Birmingham Children's Hospital with the doctor continuing treatment en route.
"Unfortunately, shortly after arrival at hospital the girl passed away."
Police Superintendent Carl Ratcliffe said: "Specially-trained officers are supporting the girl's family at this difficult time. Our thoughts are very much with her family and friends following this tragic incident."
The Health and Safety Executive is investigating.
The ride was closed following the incident.
In his statement, Mr Bryan said: "Further to a police statement which has been issued a few moments ago, it is with great sadness we have to report a young girl has passed away at Birmingham Children's Hospital following an incident on one of our rides this afternoon.
"Our staff were alerted that an 11-year-old girl had entered the water.
"Trained park staff were immediately on scene tending to the patient and West Midlands Ambulance arrived and airlifted her to hospital.
"We are all truly shocked and devastated, and our thoughts are with the family and friends at this horrendously difficult time."
It is believed the girl was on a school trip at the time of the incident.
The theme park's website states the ride, which opened in 1993, features up to 21 boats, each with up to six people in.
It is open to anyone at least 0.9m (3ft) tall, although those under 1.1m must be accompanied by an adult.
The website promises "a wild ride" with "fast-flowing rapids".
It adds: "Swerve around corners, splash through the waves, and get soaked as your boat is swept along our fast-flowing rapids. No two experiences are ever the same ...
"You'll feel like you're in the middle of the jungle as you speed, bounce, and splash your way around our river, past other rides and through the trees, experiencing the most unpredictable and thrilling of river rapid rides. It's called Splash Canyon for a reason."
The theme park said: "The Splash Canyon ride has been closed following an incident this afternoon. Emergency services are at the scene and our fully trained park staff are assisting."
A spokesman for the Health and Safety Executive (HSE) said: "The HSE has been made aware of today's incident at Drayton Manor and is making initial inquiries along with emergency services."
Soon after the girl's fall, as staff and medics went to the scene, other park staff shepherded the public away from the area - although the park remained open until its usual closing time of 5pm.
New visitors were prevented from entering the park at about 4pm, however guests at the on-site hotel were allowed to remain.
It is not known if the site will be open to the public on Wednesday.