By Jonathan Mbiriyamveka
In the hierarchy of Zimbabwean tourism, Harare and Bulawayo have long dominated hotel occupancy.
They are the entry points, the business hubs, the cities with international flight connections.
But the first quarter of 2026 turned that script upside down.
Manicaland province recorded a staggering 15 percentage point increase in hotel occupancy, rising from 27 percent to 42 percent.
Mashonaland East followed closely, jumping 11 points from 8 percent to 19 percent. Mashonaland West and Masvingo also posted healthy gains.
Meanwhile, Harare occupancy fell from 48 to 45 percent. Bulawayo slipped from 37 to 36 percent.
Mashonaland Central cratered from 26 to 17 percent – a nine-point loss – while Matabeleland South dropped six points to just 10 percent.
The national average nudged up only one point, from 37 to 38 percent. But that modest figure masks dramatic regional divergence.
So what is happening in Manicaland?
The government’s First Quarter Performance Report does not provide detailed explanations, but industry insiders point to several factors.
The Vumba and Nyanga areas have seen renewed marketing efforts, with tour operators promoting “green season” packages that highlight misty mountains, tea estates, and waterfall hikes.
Religious tourism has also played a role, with several large church conferences held in Mutare and surrounding areas.
“Manicaland has always had the scenery, but now it has the promotion,” said one Harare-based travel agent who declined to be named.
“People are tired of the same hotel chains in Harare. They want something different.”
Mashonaland East’s recovery, from a very low base of 8 percent to 19 percent, is attributed to weekend getaways from Harare, with places like Marondera and the surrounding game reserves seeing increased traffic.
The losers tell a different story.
Mashonaland Central’s 26 to 17 percent drop is striking, given the province’s proximity to Harare and attractions like Mavuradonha wilderness area.
Matabeleland South, home to the border town of Beitbridge and access to some national parks, has fallen to just 10 percent occupancy – the lowest in the country.
The report offers a sobering conclusion: “While national occupancy improved marginally, regional performance varied significantly.”
For investors and hotel owners, the message is clear. The old assumption that Harare and Bulawayo will always lead is no longer safe. The new growth is in the regions – but only some of them.
Manicaland’s success offers a blueprint. Whether other provinces can replicate it remains an open question.
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