Secret Weapon is a term on Alton Towers where a new ride is revealed with no name until closer to the opening date for the ride and the park. The inclusion of a new Secret weapon can cause different Park areas to change.

At the Alton Towers Resort in the UK, major new roller coaster projects are given the "Secret Weapon" (SW) codename during their multi-year development and construction phases. This tradition began in the early 1990s with SW1 and SW2, which were early designs for a pipeline coaster that was eventually scrapped. The first project to actually open under this lineage was the world-famous Nemesis (SW3) in 1994. The codename serves both a practical and a marketing purpose: it allows the park to file planning permissions and discuss technical specs with manufacturers (like B&M or Intamin) without revealing the ride’s actual name or theme to the public or competitors too early. Over the decades, "Secret Weapon" has become a mark of prestige, reserved only for "world-first" or highly innovative attractions. Notable examples include Oblivion (SW4), the world's first vertical drop coaster; The Smiler (SW7), the world's first 14-inversion coaster; and the wooden Wicker Man (SW8). The latest in the series, SW9, was the code for the major Forbidden Valley project reopened in 2024.