The Alabama Mountain Lakes Association is a regional nonprofit tourism and travel organization headquartered in Decatur, Morgan County. It promotes economic development and tourism and represents businesses and attractions in 16 counties in north Alabama. Members include chambers of commerce, convention & visitors bureaus, owners of attractions, campgrounds, festival operators, municipal government agencies, tour operators, hospitality industry owners, financial institutions, and individuals. The association promotes tourist destinations and related businesses in areas such as outdoor recreation, sports, ecotourism, agri-tourism, food and wine, and religion.

On June 10, 1964, a group of regional representatives met to formally establish AMLA as a non-profit organization focused on stimulating the economic and cultural development of north Alabama through tourism and travel. Based in Decatur, the organization had one employee, Director Bert Unpingo, and was funded through destination membership dues. Members consisted of representatives of various business, organizations, and agencies in Blount, Cherokee, Colbert, Cullman, DeKalb, Etowah, Franklin, Jackson, Lauderdale, Lawrence, Limestone, Madison, Marion, Marshall, Morgan, and Winston counties.

AMLA is currently staffed by six employees who manage the office and travel extensively to promote north Alabama. In addition, two individuals distribute brochures throughout the region while two contract employees work on special assignments as needed. AMLA is governed by a 58-member, volunteer board of directors made up of representatives from the 16 counties in north Alabama. Members represent chambers of commerce, convention and visitors bureaus, attractions, campgrounds, festivals, communities, counties, golf courses, restaurants, tour operators, accommodations, vendors, financial institutions, and individuals.

AMLA has developed many successful campaigns over the years. The Picture Perfect photography contest in 2002 attracted entries from across the southeastern United States. Tourism Rolls in 2007 took the AMLA staff on a tour of its 16 counties to assess the needs of the tourism and travel industry and foster continued growth in the state. Each year, staff and members give away free ice cream to visitors at the three north Alabama welcome/rest centers during National Tourism Week in May. In 2013, the Road Trip Sweepstakes offered travelers the opportunity to win one of 16 road trips to the region.
One of AMLA's most successful programs is the Alabama Bass Trail and its Alabama Bass Trail Tournament Series. Established in 2012, the Alabama Bass Trail has secured Alabama's reputation as a world-class destination for anglers. The trail connects 13 of Alabama's premiere bass-fishing lakes and stretches from the mountains of North Alabama south to the Mobile Delta. In 2014, the Alabama Bass Trail announced the launch of a new 10 lake team-style tournament series, with championship events taking place on a different lake of the Alabama Bass Trail each year.
AMLA has received numerous awards and other acknowledgments for its efforts, with the first being the notable Discover America Award in 1970 from the Discover America Travel Organization, a national tourism trade association. Other awards include the Shining Example Award for Tourism Office of the Year and the Chairman of the Board Award, both presented by the Southeast Tourism Society, an organization dedicated to promoting and developing tourism in its member states of Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Virginia, and West Virginia.
Tourism and travel is an important segment of Alabama's economy, and that is also true of north Alabama, given its many popular destinations. According to annual reports prepared by the Alabama Tourism Department, the tourism industry generates some $2.26 billion dollars annually in the 16-county region of AMLA.