derick.khumalo
Nqobile Bhebhe [email protected]
ZIMBABWE has once again earned global recognition after scooping the Gold Award in the Internet and Media Category at the 2026 Chinese Tourist Welcome (CTW) Awards, presented by the China Outbound Tourism Research Institute (COTRI), further cementing the country’s growing reputation as a leading international tourism destination.
The latest honour adds to an expanding list of prestigious international tourism awards harvested by Zimbabwe over the past 24 months, underscoring the success of the country’s aggressive destination marketing strategy and strengthening its profile in key global source markets, particularly China.
The CTW Awards recognise destinations and tourism organisations that demonstrate excellence in attracting and welcoming Chinese outbound travellers through innovative marketing, quality services and destination promotion.
In a statement, Zimbabwe Tourism Authority described the latest accolade as a major endorsement of Zimbabwe’s digital tourism marketing strategy.
“This prestigious international recognition is a powerful endorsement of Zimbabwe’s excellence in destination marketing and innovative digital tourism promotion within the Chinese market, reflecting the country’s growing global appeal and the enduring friendship between Zimbabwe and China,” said ZTA.
It attributed the achievement to a series of high-impact promotional campaigns that significantly increased Zimbabwe’s visibility across China’s vast digital landscape.
“This remarkable achievement was driven by bold and innovative marketing initiatives that significantly elevated Zimbabwe’s visibility in China.
“Through the highly successful Key Opinion Leader (KOL) programme, influential Chinese travel content creators showcased Zimbabwe’s breathtaking attractions and rich cultural heritage to millions of potential tourists across Douyin, WeChat and Xiaohongshu.”
Authorities said the digital-first strategy enabled Zimbabwe to connect directly with Chinese travellers through trusted influencers and widely used social media platforms, helping position the country as an attractive long-haul destination.
ZTA also cast spotlight on another flagship campaign that amplified Zimbabwe’s tourism appeal across China.
“Complementing these efforts was the landmark Victoria Falls China High-Speed Rail advertorial campaign, which brought Zimbabwe’s iconic destination to hundreds of millions of passengers across China’s national rail network, transforming everyday journeys into powerful tourism showcases.”
According to the tourism authority, the combination of innovative digital marketing and strategic brand positioning has strengthened Zimbabwe’s competitiveness in one of the world’s largest outbound tourism markets.
“Together, these strategic campaigns strengthened Zimbabwe’s destination brand, inspired travel and firmly positioned the country as a destination of choice for the Chinese market.”
The latest award reinforces Zimbabwe’s sustained drive to grow international tourist arrivals, diversify source markets and leverage digital platforms to showcase its world-renowned attractions, with Victoria Falls, wildlife, culture and heritage remaining among the country’s strongest tourism assets.
