FOR IMMEDIATE RELEASE
CONTACT: Karen Beasley, Vice President of Marketing & Communications
Alabama Mountain Lakes Tourist Association
PHONE: 256.350.3500 / 800.648.5381
EMAIL: karen@northalabama.org
North Alabama Celebrates National Travel and Tourism Week with Accessibility Initiatives and Industry Growth
Decatur, Ala. (April 29, 2026) – The Alabama Mountain Lakes Tourist Association (AMLA), the official destination marketing organization for Visit North Alabama, is proud to join a nationwide celebration of National Travel and Tourism Week, (NTTW) May 3-9, 2026, recognizing the travel industry's vital contributions to the U.S. economy. In the coming weeks, AMLA will be highlighting the powerful impact of tourism across North Alabama while announcing new initiatives aimed at making the region more accessible for visitors with disabilities.
“National Travel and Tourism Week is our moment to make sure every policymaker, every community leader and every American understands what is at stake and what this industry delivers,” said Geoff Freeman, President and CEO of the U.S. Travel Association. “The numbers speak for themselves: $3 trillion, fifteen million jobs and a decade of global events about to arrive on our doorstep.” Since its establishment in 1983, NTTW has showcased how travel fosters connection and builds the foundation for the quintessential American experience. This year’s theme, “Postmarked: Essential,” highlights that in every corner of the country, travel is a foundational pillar of growth, leaving an indelible mark on our local economies and culture. The industry's economic contributions are undeniable. Travel generates $3 trillion in economic output and supports 15 million jobs, representing a significant 2.4% of America’s GDP.
In the 16 northernmost counties of Alabama that comprise the North Alabama region, the travel industry continues to be a vital economic engine. In 2025, the travel industry generated a $4.9 billion economic impact and supported 50,633 jobs. Of the 16 counties, five counties (Blount, Cherokee, Cullman, Franklin and Winston) experienced double-digit growth over 2024.
“Tourism plays a critical role in strengthening North Alabama’s economy while connecting visitors to the people, places and experiences that define our region,” said AMLA President and CEO Tami Reist. “National Travel and Tourism Week is an opportunity to celebrate that impact and continue building a more welcoming and accessible destination for visitors.”
As part of this year’s celebration, AMLA will unveil a series of accessibility enhancements in the coming weeks, including the donation of Ray-Ban Meta Smart Glasses to cultural and historical attractions across the North Alabama region. These innovative devices are designed to assist visitors with low vision or blindness, enhancing their ability to engage with exhibits and environments.
The glasses were purchased through grant funding from the Alabama's Mountains, Rivers and Valleys Resource Conservation & Development Council (AMRV RC&D).
WHEN | WHERE:
May 11, 2026
- 9:00 a.m. | Alabama Veterans Museum and Archives, 114 Pryor Street W, Athens, AL 35611
- 11:00 a.m. | EarlyWorks Museums, 404 Madison Street SE, Huntsville, AL 35801
May 14, 2026
- 10:00 a.m. | Evelyn Burrow Museum at Wallace State Community College, 108 College Drive NW, Hanceville, AL 35077
- 12:00 p.m. | Jesse Owens Museum, 7019 County Road 203, Danville, AL 35619
- 2:30 p.m. | Cook Museum of Natural Science, 133 4th Avenue NE, Decatur, AL 35601
May 15, 2026
- 10:00 a.m. | The Scottsboro Boys Museum, 428 W Willow Street, Scottsboro, AL 35768
- 2:00 p.m. | Little River Canyon Center, 4322 Little River Canyon Rim Parkway, Fort Payne, AL 35967
June 15, 2026
- 10:00 a.m. | Birthplace of Helen Keller, 300 N Commons St W, Tuscumbia, AL 35674
Earlier this month, AMLA also announced new accessibility resources at the U.S. Space & Rocket Center during a press conference. Through grant funding from AMRV RC&D, AMLA donated 23 wheelchairs and two pairs of Meta Smart Glasses to the region’s top tourism attraction, which welcomes more than 650,000 visitors annually from around the globe.
“We are committed to making North Alabama a destination where travelers with disabilities feel welcome,” Reist added. “These accessibility improvements are an important step toward creating inclusive experiences that ensure our visitors can explore, learn and enjoy our attractions.”
For more information about accessible travel opportunities in North Alabama, visit www.accessiblenorthal.com.
For more information on things to see, do and experience in North Alabama, visit www.northalabama.org.
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About Alabama Mountain Lakes Tourist Association (AMLA)
The official destination marketing organization for Visit North Alabama, AMLA is a nonprofit organization dedicated to the promotion and development of the $4.9 billion North Alabama travel industry within the 16 northernmost counties of the state. It is supported by 500-plus members consisting of chambers of commerce, convention & visitors bureaus, attractions, campgrounds, festivals, communities, golf courses, restaurants, accommodations and vendors. Counties included within the AMLA region are Blount, Cherokee, Colbert, Cullman, DeKalb, Etowah, Franklin, Jackson, Lauderdale, Lawrence, Limestone, Madison, Marion, Marshall, Morgan and Winston. Additional information on North Alabama destinations, accommodations and special events is available by calling 800.648.5381, by visiting www.NorthAlabama.org and by following us on social media @VisitNorthAL.
