The influence of growth conditions and doping with tungsten on the luminescent properties of ZnMoO4 is studied. An enhancement of luminescence intensity in crystals grown from the melt with Mo excess was detected and the origin of the effect is discussed. Time-resolved spectroscopy of ZnMoO4 allowed to separate two emission bands at 480 and 560 nm, which are attributed to excitons self-trapped at two different types of regular MoO4 complexes.