Multiphoton-absorption (MPA) induced ultraviolet (UV) luminescence of ZnO nanorods grown by vapor phase transport was demonstrated using ultrafast excitation at pulse energies in the few nanojoules range, directly generated by a Ti:sapphire laser oscillator at wavelengths around 800 nm. The dependence of the UV luminescence on the excitation density reveals a two-photon absorption process as the responsible excitation mechanism. The broad spectral bandwidth of the excitation pulses obviously promotes the feasibility of the observed two-photon channel. Theoretical estimates concerning the contribution of nonlinear absorbance strongly support the experimental findings. The essential conditions for proper utilization of this process are discussed.