Online Reporter
Freeman Razemba
Senior Reporter
ZIMBABWE has won a Gold Award at the 2026 Chinese Tourist Welcome (CTW) Awards in recognition of its outstanding destination marketing and efforts to strengthen tourism ties with China.
The award, presented by the China Outbound Tourism Research Institute (COTRI) in the Internet and Media category during an online ceremony this week, recognises excellence in promoting destinations to Chinese travellers through innovative marketing and digital engagement.
The accolade follows Zimbabwe’s successful promotional campaigns in China, including digital marketing through Chinese social media influencers and a high-profile Victoria Falls advertising campaign on China’s high-speed rail network, which reached millions of commuters.
Tourism and Hospitality Industry Minister Barbara Rwodzi described the award as a milestone for Zimbabwe’s tourism sector.
“This Gold Award is a proud moment for Zimbabwe and a testament to our deliberate strategic focus on the Chinese market as one of our key tourism markets. By combining inclusive digital engagement with bold market-specific media campaigns, we have not only captured the
attention of millions of Chinese travellers but also built lasting trust in our destination,” she said.
“The award belongs to all our partners and all hospitable Zimbabweans across the country. We will continue to build on this momentum as we work to unlock the full potential of Sino-Zimbabwe tourism cooperation.”
Zimbabwe’s success was largely driven by a Key Opinion Leader (KOL) programme that enlisted influential Chinese travel content creators to showcase the country’s tourism attractions on platforms such as Douyin (TikTok), WeChat and Xiaohongshu.
The initiatives have translated into increased visitor numbers, with Chinese tourist arrivals surpassing 50 000 in 2025.
During the first quarter of 2026, arrivals rose by 24 percent from 8 373 during the corresponding period last year to 10 366.
Minister Rwodzi said the award reinforces Zimbabwe’s position as a preferred destination for Chinese travellers while supporting ongoing efforts to improve hospitality services, tourism infrastructure, language proficiency and destination accessibility.
The Chinese Tourist Welcome Awards, established by COTRI in 2004, recognise destinations, tourism organisations and businesses that demonstrate excellence in attracting and serving Chinese outbound tourists. Winners are selected through a rigorous assessment based on industry data, expert evaluation and traveller feedback.
COTRI chief executive officer Prof Dr Wolfgang Georg Arlt said this year’s awards reflected the changing preferences of Chinese outbound travellers.
