The city is losing valuable tourism dollars because Canada's politicians are not pushing hard enough to get approved destination status from China, tourism vice-president Ken Fiske says.

China is an emerging market but we can't market ourselves to consumers there until we are granted ADS, Fiske said during Edmonton Tourism's annual meeting.

"Our politicians have got to separate business from human rights issues. Tourism is too important to our economy."

More than 130 countries already have ADS, with the U.S. recently joining the list, and Fiske is concerned we will fall farther behind our southern neighbours.

"It takes several years to implement it once you get it, and that means a lot of catch up."

Fiske said China's powerhouse economy means more people could be attracted to packages that include Edmonton and Jasper.

The Rockies are the main hook for visitors, but the key is providing packages that allow them to stay an extra few days in Edmonton or other Alberta attractions such as Drumheller, he added.

Joint overseas marketing programs with B.C. in the past led people out of the province, he said.

Regional and domestic markets are expected to be robust this year, spurred by the strong economy. And Mexico, which started air charters to Edmonton several years ago, is again looking good, Fiske said.

The wild card is where the U.S. economy goes this year.

Edmonton doesn't feel downturns as much as border communities, but it is a concern on top of the passport issue and the high loonie, Fiske said.

Edmonton Economic Development Corp. is planning to persuade Ontario university students to either visit or move here as part of its current Image Campaign, Fiske said.

"Ontario knows we have a strong economy and lots of jobs, but don't know if they have to come out here in a horse and buggy or on a snowmobile."