By Nyasha Chuma
BEIJING — Zimbabwe has received the Gold award in the Internet and Media category at the 2026 Chinese Tourist Welcome (CTW) Awards, in recognition of its destination marketing and tourism engagement with China.
The award was conferred by the China Outbound Tourism Research Institute (COTRI) during an online ceremony held on July 9.
According to the Ministry of Tourism and Hospitality Industry, the award followed a year-long campaign that included a Key Opinion Leader (KOL) programme. Influential Chinese content creators visited Zimbabwe and published content on platforms including Douyin, WeChat, and Xiaohongshu showcasing the country’s natural attractions and cultural sites.
The ministry also cited a Victoria Falls advertorial campaign displayed on China’s national high-speed rail network, which it said reached hundreds of millions of passengers over the past year.
The ministry reported that Chinese tourist arrivals to Zimbabwe surpassed 50,000 in 2025. It added that arrivals in the first quarter of 2026 reached 10,366, a 24% increase from 8,373 in the same period in 2025.
Tourism Minister Barbra Rwodzi said the award was “a proud moment and a testament to Zimbabwe’s strategic focus on the Chinese market.” She attributed the result to “collaborative efforts with partners and the hospitality of Zimbabweans” and reiterated the government’s “commitment to unlocking the full potential of Sino-Zimbabwe tourism cooperation.”
COTRI CEO Prof. Dr. Wolfgang Georg Arlt said Chinese traveler expectations have evolved since the pandemic, with many “seeking closer contact with local cultures and nature.”
Established in 2004, the CTW Awards recognize destinations and service providers in five categories: innovation, service quality, marketing, media/internet, and overall performance. Winners are selected based on industry data, expert assessment, and traveler feedback.
Officials said the award reflects the marketing approach of the Ministry of Tourism and Hospitality Industry and the Zimbabwe Tourism Authority.
